Ethics Case Complaint Form –
OBA Compliance

Background Information:
Online behavioral advertising -- which is also sometimes called "interest-based advertising" -- uses information collected across multiple web sites that you visit in order to predict your preferences and to show you ads that are most likely to be of interest to you. Not all online advertising is considered OBA, such as the ads you see on a website based on your current view and query or a search query. Many companies engaged in OBA will indicate their adherence to ethical best practices for OBA will provide an Advertising Icon to indicate their participation in the self-regulatory program and should be responsive to your concerns and choice requests.

This includes:

Being transparent about its data collection and use practices associated with OBA, providing you with a clear, meaningful and prominent notice about the practices through a privacy policy and an enhanced notice policy that is specific to OBA. Did you see/review these notices?
Providing you with consumer control over whether data is collected and used or transferred to third parties for OBA purposes through use of a consumer choice mechanism that you can use to opt-out of such activity by the organization. Were you able to opt-out easily?
Obtaining your consent before a material change is made to its practices regarding OBA data collection and use policies, limiting the collection of sensitive data. What is the policy stated by the company regarding use of sensitive data (such as health, financial information)?

If you have not already done so, please visit www.aboutads.info to learn more about OBA, compliance principles and the choices you can make for OBA.

DMA Ethics Review:
The DMA’s Committee on Ethical Business Practice is interested in hearing from you if you believe an online behavioral advertising practice is questionable. To submit a potential case for Committee review, please send this completed form with a copy of the promotion, an example or description of the practice that is of concern to the address below, or via email. We will then review the issues you have raised to determine if your concerns warrant a formal ethics investigation. In some cases, the issues can be resolved without Committee action.

Please note that we will not review a matter without supporting documentation in hard copy or via email proof:

Direct Marketing Association
Attention: OBA Compliance
Corporate & Social Responsibility (CSR) Department
1615 L St. NW Suite 1100 Washington, DC 20036-5624

Or via Email: ethics@the-dma.org

Please fill out the form below or download form (.doc) for mailing.

Your Name:	(Required)
Your Company Name:	(If applicable)
Address:	(Required)
Phone # :	(Required)
EMail:	(Required)

Date and time of the promotion or practice:	(Required)
Where you saw the Ad (website address):	(Required)
Your browser (Internet Explorer, Chrome, Firefox...):	(Required)

Name of the company/organization (s) that you are bringing to our attention:
(Required)
Address:
Telephone:
Fax:
Email:

Have you contacted them? YES NO

The contact person, phone, email and address of the organization:


Please give a brief overview of your concerns and attach any relevant correspondence or other documents demonstrating lack of compliance such as: email correspondence; a screenshot of the OBA advertisement; a copy of your opt-out confirmation; or other materials relevant to the transaction:

Ethics Case Complaint Form – OBA Compliance

Ethics Case Complaint Form –
OBA Compliance