Advertising’s Code of Ethics
The Association of National Advertisers has developed an ethics code of marketing best practices, which covers a variety of topics from creative to product promotion to DEI to digital tracking. (Download the report here.)
I encourage digital marketers to check out the section on “Data privacy, security and stewardship.” The ANA suggests several mechanisms for consumers to opt out of data collection, including one standout feature: “If there are third parties that are collecting data on the entity’s website for (Interest Based Advertising, i.e. IBA) purposes, then the entity should disclose this to consumers and notify them on how to opt-out OR should prevent such third parties from collecting IBA data on its website.”
The thing is, following the guidelines for media agencies takes a bit of investigatory legwork, especially in an age of programmatic media buying where IBA data is a checkmark option within a platform.
For example, Mediastruction onboarded a healthcare client who retargeted browsers from the client’s own healthcare website. The client followed the required privacy notices and IP addresses were anonymized. Seems within guidelines, right?
Nope – the client was at litigious risk, so we took down all retargeting. A short time later, the healthcare client was sued for its retargeting previous to our engagement. The claimant didn’t want her social media account retargeted with her healthcare research. Even if that IP was anonymized because it wasn’t anonymous to her.
Mediastruction’s commitment to ethical data practices is not easy, but it’s the right thing to do. And, most importantly, it benefits clients in many ways, including enhanced performance.
It’s why we’ve trademarked #RightSideofRelevance™
Pretty Sure Meta Drug Dealing Isn’t In the Code of Ethics
This week the Wall Street Journal published a blockbuster exclusive that Meta has run hundreds of ads for cocaine, opioids and other drugs, even as Meta faces a federal investigation over the practice. Meta would never intentionally profit from this practice (even as they inadvertently profit from it). It’s not good business.
But, then again, Meta is now relying on AI tools to catch content rule breakers, but the rule breakers, leaning on photos, are able to slip through Meta’s AI.
The journey from ad exposure to illicit drug sale stood out.
The ads typically click through to a private group chat on Telegram – a social media site known for Russian propaganda, conspiracy theories and other undesirable content.
Kind of makes you curious why TikTok is the legislative target, while Telegram, also foreign owned and based in Dubai, flies under regulatory radar.
#RightSideofRelevance
2024 Olympics – Crushing It – Ratings Up 79%
Maybe it’s some sort of post-Covid, post-mask bounce, but NBC is crushing the ratings this year with the Olympics. At an average of 34.5 million viewers, the viewership represents a 79% rise over the delayed 2021Tokyo games.
The ratings are inclusive of app streaming, and NBC has developed its Peacock app quite a bit since 2021. NBC did a great job of making the events viewable in many areas – USA Network; CNBC and E! – plus online at NBCOlympics.com, Peacock and the NBC/NBC Sports apps.
As a fun aside – this week the US became the first country to win 3,000 Olympic gold medals. Here’s a great site to bookmark for tracking the medal count and medalists in real time.