Venus Fashion Agrees to Update Privacy Practices to Comply with Digital Advertising Alliance’s Self-Regulatory Principles

McLean, VA – July 11, 2023 - BBB National Programs’ Digital Advertising Accountability Program (DAAP) worked with women’s fashion retailer Venus Fashion, Inc. to bring its website into compliance with the Digital Advertising Alliance’s (DAA) Self-Regulatory Principles.

DAA’s Self-Regulatory Principles cover entities engaged in interest-based advertising (IBA) across websites or mobile apps. Any operator of a website (a first party) that allows unaffiliated entities (third parties) to collect visitors’ web browsing data for IBA must provide visitors with notice and enhanced notice as prescribed in the Self-Regulatory Principles for Online Behavioral Advertising (OBA Principles).

Based on a consumer complaint, DAAP opened an investigation into Venus’ alleged noncompliance with the Transparency Principle of the OBA Principles. Upon reviewing Venus' website, DAAP observed third-party data collection for IBA without proper enhanced notice and access to Venus’ IBA disclosure and opt-out choices.

In response to DAAP’s inquiry, Venus conducted a review of its compliance protocols and made significant changes to its privacy practices to bring the Venus website into compliance with the DAA Principles. Those changes include:

• The addition of a prominent and easily accessible link titled "My Privacy and Ad Choices" to all webpages where third-party trackers are deployed (in this case, the website’s global footer) linking users to Venus’ IBA disclosure, and
• A newly edited IBA disclosure titled "Third-Party Automated Collection and Interest-Based Advertising," which includes a comprehensive description of Venus' third-party IBA practices, a link to IBA opt-out tools, and a statement of adherence to the DAA Principles.

In its advertiser statement, Venus stated “VENUS Fashion, Inc. (“VENUS”) is proud to participate in the Digital Advertising Alliance’s self-regulatory DAA Accountability Program.  VENUS welcomed the opportunity to review its privacy policies and practices with the DAAP and is confident that, by voluntarily implementing the recommended changes, the company is demonstrating its ongoing commitment to consumer privacy and choice.”

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