The IAB, Interactive Advertising Bureau, has just completed a pretty thorough best practices report on lead generation for B2B and B2C businesses. The report, which is the closest thing to an industry-wide policy on this often abused practice, lays out several guidelines for organizations to follow.
I have been watching this report develop for a little while and would encourage anyone who is gathering leads (names, email, data) online to review the recommendations.
Here are the highlights:
Complete, accessible, and straightforward disclosure of all parties’ intent regarding data collection and usage is essential
Data should not be brokered or sold without consent (or notice and choice) of all parties involved, including the consumer and the advertiser
Both the consumer and the advertiser should be made aware, through clear notices, of all parties involved in data collection and sharing.
All parties should be educated and aware of current regulations regarding consumer protection and privacy.
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