The Interactive Advertising Bureau is a not-for-profit organization, which is made up of around 400 media companies who just happen to be responsible for the bulk of web advertising that is done in the US. This group, which has existed for more than a decade, commonly suggests best practices for the industry and they have just released new guidelines for web advertising related to privacy.

The newly released guidelines are geared toward web advertising that is based off of a person’s browsing behavior on the internet. The guidelines suggest that a company practicing this type of web advertising must alert the person before they track their browsing behavior. Companies are then supposed to allow the person an option to not participate in the advertising program. The guidelines also state that companies need to inform a person about what exactly happens to the information that they are collecting from them as well.

According to Nick Stringer, who is in charge of regulatory affairs with the IAB, “The IAB has gone to great lengths to ensure that the industry protects and educates consumers on their rights and choices. Behavioral advertising has clear benefits to consumers, delivering more relevant advertising and keeping most of the content and services we enjoy free of charge.” Stringer also noted that the concept of behaviorally influenced web advertising is still very new.

While many people have welcomed the guidelines, some have suggested that web advertisers should work on a basis where people have to join their program instead of being forced to opt-out if they do not want to participate, which is certainly something to think about.