MediaPost reports that industry group the National Advertising Initiative has released a revised Draft Code of Conduct (pdf) and is seeking public comment. “The NAI will accept comments on the draft code until April 5, 2013. Please submit comments to NAI staff at firstname.lastname@example.org. When submitting comments, please indicate in your cover email the entity on whose behalf the comments are submitted,” the NAI said in its announcement. MediaPost reports:
At first glance, despite some minor tweaks, the new proposed privacy rules don’t appear all that different from the old ones. Generally, the organization still says ad networks (as well as exchanges, demand-side platforms and other third-party ad companies) that engage in behavioral targeting must obtain users’ opt-in consent before collecting “personally identifiable information,” as well as sensitive information. The group also says that ad networks (and other third parties) should allow people to opt out of receiving ads based on their non-personally identifiable information. As with the previous rules, the new proposed code still requires NAI members to obtain members’ opt-in consent before merging PII and non-PII. […]
The NAI’s decision to maintain the distinction between PII and non-PII is somewhat surprising, given the growing recognition that people can be identified based on information other than their names, addresses or phone numbers. For instance, search queries aren’t generally considered “personally identifiable,” but outsiders nonetheless were able to identify people based on their search queries after AOL released three the queries of 650,000 “anonymized” members.