Google’s 2019 Data Privacy Proposal Recycles 2009 Self-Regulatory Agreement
Google’s recently proposed privacy principles are a watered-down version of the 2009 Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising. Google’s proposal underscores how ineffective the DAA and self-regulation of data privacy has been since 2009. More of the same “talk without teeth” is a feeble attempt to head off regulation.
The spirit of Google’s “new” proposal focuses on choice, control and transparency. These three tenets are fundamental to what our industry agreed to in 2009 under a self-regulatory framework. There’s nothing new in Google’s proposal. Here are the two most obvious examples:
- 2009 DAA: “…deployment of multiple mechanisms for clearly disclosing and informing consumers about data collection and use practices associated with online behavioral advertising “
- 2019 Google: “…users should have transparency. They should be able to easily see and understand how their data is being collected and used for ads.”
- 2009 DAA: “… provides for mechanisms that will enable users of Web sites at which data is collected for online behavioral advertising purposes the ability to choose whether data is collected and used or transferred to a non-affiliate for such purposes.”
- 2019 Google: “They should have the ability to adjust how their data is collected and used to tailor the ads they see, including whether those ads are personalized at all.”
Behavioral –> Interest Based –> Personalized Advertising
It’s also worth noting how the language has evolved between 2009 and 2019. As scrutiny of our industry has increased, the language has become less invasive and more about perceived consumer value:
In the end, it’s all the same thing. Nothing has changed in 20 years.