Completing its self-regulatory program for mobile environment, the Digital Advertising Alliance recently announced its launch of two new mechanisms that allow consumers to manage ad preferences on their mobile devices. One tool applies to the mobile web and the other tool applies to mobile apps. Both use the same AdChoices icon as the DAA’s guidelines for desktop advertising.

The tool for mobile web advertising is similar to the DAA’s Consumer Choice page for the desktop environment. The tool for cross-app advertising is a mobile app, called AppChoices, which users can download for free from major app stores. Unlike most mobile device opt-out tools in which the opt out choice is all or none, both of these DAA tools allow users to opt out of data collection/use for targeted advertising either as to specific participating companies or as to all participating companies. Consumers will need to visit the mobile web opt-out page from each device used.

The guidelines for using these tools are found in the DAA’s Ad Marker Implementation Guidelines for Mobile. They are intended to be read in conjunction with the DAA’s 2013 policy guidance document Application of Self-Regulatory Principles to Mobile Environment and its earlier implementation guidance for desktop called DAA Icon Ad Marker Creative Guidelines.1

Together, the overall DAA program is designed as a call from entities engaged in internet-based advertising to clearly inform consumers about data collection and use practices by providing enhanced notice via an icon or link. Entities participating in the program may use the AdChoices icon and one of the approved wordings described in the guidelines to provide the enhanced notice and adhere to the DAA’s self-regulatory principles.

With the DAA guidance now complete, the DAA and the Better Business Bureau Online Interest-Based Advertising Accountability Program expect enforcement of the mobile guidelines to begin this summer. It could be a hot, hot Summer.

Lori Beam is an attorney at Seigfreid Bingham, PC where she chairs the firm’s Advertising, Marketing and Promotions practice group. She can be reached at or 816.421.4460.


*This article is very general in nature and does not constitute legal advice. Readers with legal questions should consult with an attorney prior to making any legal decisions