NAI Precise Location Information Solution Provider Voluntary Enhanced Standards: What You Need to Know | Fox Rothschild LLP

The Network Advertising Initiative (NAI), an industry trade group that develops self-regulatory standards for online advertising, has released its Voluntary Enhanced Standards for Precise Location Information Solution Providers.

The new standards restrict the use, sale or transfer of location data in relation to sensitive points of interest, which include places related to religious worship, sensitive health services, military bases, LGBTQ+ identity and other places.

Sensitive points of interest are associations of location information, including precise location information, with additional information about that location that may reveal sensitive consumer information or that an average person would reasonably consider particularly private .

Key points:

  • Participating Members shall use commercially reasonable efforts to maintain a directory of known sensitive points of interest, samples of which will be subject to annual reviews by the NAI or its designees.
  • Participating Members shall not use, license to use, sell, or share any device or user activity information that correlates to a known sensitive point of interest.
  • Participating Members shall not use, authorize the use, sell or share precise location information for law enforcement, national security or bounty hunting purposes, except as necessary to comply with a valid legal obligation.
  • The requirements and restrictions set forth herein do not apply where Participating Members or their Customers have a direct relationship with the Consumer, and Precise Location Information is collected directly from the Devices, with the Consumer’s consent, for the purpose of providing a service directly requested by the consumer.

For more information, click here.

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