Our Principles
The companies listed have come together to express a shared commitment to a Transparent and Competitive Internet that is responsive to consumer interests and law-abiding. We are concerned that these fundamental values are increasingly seen at risk in an environment marked by increasing consolidation in the online sector and an apparent disregard for the privacy and intellectual property rights of others.
We are guided in this conviction by the following principles:
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Advertisers, web publishers and consumers all rely on healthy competition in online advertising to fund online innovation and content. Online advertising will continue to serve as the engine that drives the online economy, but only if vibrant competition in this critical sector is preserved.
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Regulators should carefully scrutinize any transactions in the online advertising sector that would create or enhance a dominant market position, significantly reduce existing or future competition, or leave advertisers, online publishers, or consumers with less choice.
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The Internet and e-commerce will reach their full potential only if consumers are informed of the ways in which information about them is used and are confident that their privacy will be respected online.
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Regulators should ensure that the online collection and use of data about users, including their search and/or web surfing histories, comply with applicable laws and industry best practices, and provide users with adequate notice and informed choice.
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Intellectual property rights foster creativity and innovation, including in the online environment, by enabling firms and individuals to enjoy the commercial fruits of their efforts.
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All stakeholders should fully respect the rights of authors and publishers while encouraging investments in innovation and the emergence of legitimate, sustainable online business models.
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We recognize that regulators face a challenge in understanding how best to apply existing rules to the complex, novel, and rapidly evolving online world. This forum has been created to assist regulators in this undertaking by serving as an information resource and bringing together expertise and market perspective to share with them.
We urge regulators to scrutinize carefully industry practices and consolidation in online advertising, and to work with the undersigned and other interested parties to promote the development of a transparent and competitive online advertising sector.
