IAB Issues New Lead Generation Policies


The IAB, Interactive Advertising Bureau, has just completed a pretty thorough best practices report on lead generation for B2B and B2C businesses. The report, which is the closest thing to an industry-wide policy on this often abused practice, lays out several guidelines for organizations to follow.

I have been watching this report develop for a little while and would encourage anyone who is gathering leads (names, email, data) online to review the recommendations.

Here are the highlights:

  • Complete, accessible, and straightforward disclosure of all parties’ intent regarding data collection and usage is essential

  • Data should not be brokered or sold without consent (or notice and choice) of all parties involved, including the consumer and the advertiser

  • Both the consumer and the advertiser should be made aware, through clear notices, of all parties involved in data collection and sharing.

  • All parties should be educated and aware of current regulations regarding consumer protection and privacy.

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