IAA releases privacy principles to aid legislation

By Oghale Mafuru

Against the backdrop of rising privacy concerns in the advertising ecosystem, the International Advertising Association, IAA has released a set of global privacy principles to guide privacy policymakers.

The global advertising body announced that the principles cover the preservation of consumer benefits with focus on addressing specific concerns and developments  within the advertising ecosystem.

Commenting on the report, Sasan Saeidi, the IAA’s World President and Chairman, said: “Consumers and businesses should be subject to the same privacy rules, regardless of where they are located. As an organisation that represents member companies across 56 countries, we believe striving for global harmonisation of privacy laws is a critical goal for policymakers.”

On her part, Dagmara Szulce, Managing Director, IAA Global stated that to have a robust advertising ecosystem, it has become imperative for the industry to assist in providing the framework to direct legislations that benefit professionals and consumers adding that legislation should adequately balance enhancing consumer privacy with preserving the ad-supported internet adding that laws should be appropriately tailored and specific for different types of data and data use

The global body suggests policymakers should consider the core principles of preserving consumer benefits, transparency and choice, and global harmonisation when crafting their legislation.

The Association also advised that legislation should be narrowly tailored to address the specific harms that have been identified, clearly define the types of data covered, and should take into account all of the relevant factors, including the type and sensitivity of data, focus on providing remedies that are related to the actual damages resulting from the misuse of data, take into account longstanding and well-established self-regulatory initiatives (including self-harbor programs), be flexible enough to allow for innovation and to accommodate rapidly changing technologies and evolving needs and lastly to prohibit companies from using consumer data to unlawfully discriminate against consumers.


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