Working with industry leaders, regulators, legislators and technologists, the NAI has spearheaded several key initiatives that establish responsible marketing practices and enhance the consumer Web experience:
The NAI Principles and Compliance Program
The NAI Principles detail the consumer protections its member ad networks agree to provide with regard to the use and collection of personally identifiable and non-personally identifiable information for the purposes of targeting marketing efforts. Included in this framework are the principles of consumer notice, choice, and fair dispute resolution.
The NAI Compliance Program is the public facing side of the NAI Principles. This program provides consumers with an educational resource and a tool to help them exercise control over their online experience. It also provides a dispute mechanism, should they feel a participating network is not living up to the standards detailed in the NAI Principles.
The NAI Principles and Compliance Program have received the unanimous support of all FTC commissioners and remain a model for effective industry self regulation.
NAI Web Beacon Guidelines
Similar to the NAI Principles, the NAI Web Beacon Guidelines require appropriate notice and choice standards for the use of Web beacons. FTC staff have also reviewed and approved these guidelines.
The Email Sender & Provider Coalition
The NAI formed the Email Sender & Provider Coalition (ESPC) in 2002 as a coalition of legitimate email marketing service and technology providers with the mission of leading effective policy and technical efforts against unsolicited commercial email ("spam").The ESPC has been instrumental in shaping public policy and technical standards that both encourage and support responsible commercial email practices.
Ongoing Advocacy
In addition, the NAI continues to be active advocate in the broader privacy debates occurring in North America and Europe.
As online marketing grows, the NAI will continue to serve as the voice for the industry and establish and promote standards and responsible marketing practices. Join us in helping to shape the future of online advertising.
