GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  








Group Proposes Industry Behavioral Standard


Kid Ad Law
April 25, 2008

An industry group has proposed new standards that would prohibit its members from using behavioral marketing practices to target children under the age of 13. The recommendation by the Network Advertising Initiative (NAI) is part of a draft update to its "Self-Regulatory Code of Conduct for Behavioral Advertising," which is open for comment.

The NAI represents online companies engaged in behavioral advertising-the practice of tracking consumers' online activities for the purpose of delivering relevant content. Members include Doubleclick (recently acquired by Google), and Tacoda (AOL companies), Atlas (owned by Microsoft) and BlueLithium (a subsidiary of Yahoo!).

The update to the NAI's principles follows a call by the Federal Trade Commission for the industry to self-regulate behavioral advertising practices. In December, the FTC issues proposed principles aimed at guiding such self-regulation. The NAI responded to the FTC's proposed principles in April by stating that it had released its own updated Code.

That updated Code includes a prohibition against creating behavioral advertising segments specifically targeting children under the age of 13.

"The NAI has suggested this prospective provision based in part on the inability of such children to provide consent to third-party behavioral advertising," the organization stated.

The recommendation by the NAI closely mirrors a call by children's advocacy groups to protect children from online tracking. (See related summary, "Groups Ask FTC...") 

Read about the NAI's proposal at  

View the NAI's comments to the FTC's proposed principles, other comments filed concerning the FTC's proposed principles, and read a summary of the FTC's proposed principles at

This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner





Email Address: State:

Subscribers receive no more than

1-2 emails per week



CCFC does not accept corporate funding.

We rely on member donations for support.

Click Here to Contribute

Copyright 2004 Commercial Free Childhood. All rights reserved