Sunday, February 27, 2011
Digital Media’s Leading Trade Group Takes Self-Regulation to a New Level

IAB Board of Directors Adopts First-Ever Code of Conduct

PALM SPRINGS, CA (February 27, 2011) — The Interactive Advertising Bureau’s (IAB) Board of Directors today agreed to adopt a Code of Conduct, a set of best practices and guidelines to which IAB Members agree to adhere in order to maintain membership or to join the organization. The Code of Conduct builds upon the Self-Regulatory Principles for Online Behavioral Advertising (“The Principles”) which were released jointly by the 4A’s, ANA, CBBB, DMA and the IAB in July 2009. The Principles demonstrate the trade organizations’ shared commitment to delivering consumers a robust and credible program of notice and choice for online behavioral advertising and to enhancing consumer confidence in online media. The announcement was made during IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data, at La Quinta Resort & Club, where leaders across the digital media landscape have converged to address the most critical issues facing the industry.

Current IAB members will have six months to become compliant with the Code and new members will need to come into compliance within three months of joining the IAB. The Council of Better Business Bureaus (CBBB) will handle monitoring and enforcement and will work pro-actively with the IAB to help member companies come into compliance in the event of a complaint.

“The IAB believes an industry as young, dynamic and vibrant as this one, an economic engine of the U.S., responsible for so much employment and innovation, needs to be responsible and that self-regulation is in the best interest of our members,” says Mike Zaneis, Senior Vice President, Public Policy & General Counsel. “We are pleased that our members have embraced this groundbreaking commitment.”

A toolkit detailing how members can become compliant to the Code of Conduct can be found at

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

IAB Media Contact
Marnie Black
[email protected]