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PLI, IAB Roll Out Latest Online Privacy Ad Campaign

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Posted February 7, 2002 By Roy Mark     Feedback

In connection with National Consumer Protection Week, ads focus on cookies, credit cards and consumers.

The Privacy Leadership Initiative (PLI) is releasing its latest series of Internet public service advertisements aimed at educating consumers who are interested in learning more about how to protect their privacy online and offline. The release of the latest wave of online ads coincides with National Consumer Protection Week and ties into its theme of identity theft.

The four new ads arm consumers with information they need to protect credit card information, disable Internet cookies, eliminate unwanted emails and learn other effective privacy practices.

The ads are the second in a series of a campaign launched last October between the PLI and the Interactive Advertising Bureau (IAB) that is expected to generate over 530 million impressions worth more than $13 million over 12 months. The campaign has generated hundreds of thousands of monthly visitors to www.understandingprivacy.org since the campaign began Oct 2.

"Our online ad campaign has been so successful we have introduced a new round of creative ads," said David Klaus, executive director of the Washington, D.C.-based PLI. "Our aim is to educate consumers and we are delighted to be able to tie-in our latest generation of ads to the celebration of National Consumer Protection Week."

A total of 26 IAB member companies plus Eastman Kodak have contributed the banner ad space and pledged ad space that could exceed 600 million impressions for the year. Included in this second wave is another enriched media ad designed to maximize consumer interest and encourage people to think about their own privacy.

The success of the online campaign has led the PLI to expand its privacy advertising campaign to radio and print. These campaigns are scheduled to begin in the spring and run for the next year.

In addition to the consumer ad campaigns, the PLI has launched the Privacy Managers Resource Center; partnerships with several leading business organizations; conducted privacy research with Harris Interactive polling; and underwritten a series of studies on the impact of restrictions on information.

"American consumers want to regulate their own privacy, but need the tools to do it," said Klaus. "It is up to America's businesses to help consumers become more comfortable with privacy issues and give them the means to be in control. This campaign helps them do that."

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