• The Education Principle calls for organizations to join efforts to educate individuals and businesses about online behavioral advertising;
• The Transparency Principle calls for clearer and easily accessible disclosures to consumers about data collection and use practices associated with online behavioral advertising;
• The Consumer Control Principle provides consumers with an expanded ability to choose whether data is collected and used for online behavioral advertising purposes. This choice will be available through a link from the notice provided on the Web page where data is collected;
• The Data Security Principle calls for organizations to provide appropriate security for, and limited retention of, data collected and used for online behavioral advertising purposes;
• The Material Changes Principle calls for obtaining consumer consent before a material change is made to an entity’s online behavioral advertising data collection and use policies unless that change will result in less collection or use of data;
• The Sensitive Data Principle recognizes that data collected from children and used for online behavioral advertising merits heightened protection and requires parental consent for behavioral advertising to consumers known to be under 13 on child-directed Web sites. This principle also provides heightened protections to certain health and financial data when attributable to a specific individual; and
• The Accountability Principle calls for development of programs to further advance these principles, including monitoring and reporting instances of uncorrected noncompliance with these principles to appropriate government agencies.