Kicking Off World Cup Campaigns with the DAA Principles in Mind
Dr. Divya Sridhar, Vice President, Global Privacy Division and Privacy Initiatives Operations, BBB National Programs and Ayyah Saleh, J.D. / CIPP-US, Legal Analyst, Privacy Technology, BBB National Programs
The FIFA World Cup is one of the largest global advertising opportunities, with brands engaging consumers across streaming platforms, social media, retail sites, travel services, connected TV, and mobile devices.
As advertisers activate and optimize campaigns throughout the tournament, responsible data practices remain essential. For campaigns relying on interest-based or targeted advertising, the Digital Advertising Alliance’s self-regulatory privacy principles provide an important framework for transparency, consumer choice, and accountability.
Whether campaigns involve interest-based advertising, cross-device activity, mobile data, location-based targeting, or third-party data partnerships, the DAA Principles help advertisers provide consumers with meaningful transparency and control over the collection and use of their online data.
Behind these interactions are sophisticated advertising ecosystems, including practices such as:
Because these practices often rely on data collected and shared across multiple touchpoints, advertisers should understand what data is collected, how it is used, who receives it, and how consumers are provided with appropriate transparency and choice.
Consumer choice mechanisms should also be easy to find and function as intended. As campaigns run and evolve through the tournament, advertisers should test opt-out tools, confirm that choices work across relevant environments, and ensure vendors honor applicable consumer choices.
Advertisers should understand the source, precision, retention, and sharing of location information and ensure those practices align with consumer expectations. Using consumers’ precise location data to target advertising to them requires their opt-in consent; mere notice is not sufficient.
When multiple parties contribute to a campaign, advertisers should understand which partners collect, use, disclose, or receive consumer data. They should also set clear expectations for notice, choice, data use, data sharing, retention, and post-launch monitoring.
For many fans engaging with U.S.-based brands, platforms, publishers, apps, and services, World Cup campaigns may be a highly visible introduction to the U.S. digital advertising ecosystem. Advertisers have an opportunity to demonstrate that relevant advertising can be transparent, respectful of consumer choice, and accountable under the DAA Principles.
The FIFA World Cup is one of the largest global advertising opportunities, with brands engaging consumers across streaming platforms, social media, retail sites, travel services, connected TV, and mobile devices.
As advertisers activate and optimize campaigns throughout the tournament, responsible data practices remain essential. For campaigns relying on interest-based or targeted advertising, the Digital Advertising Alliance’s self-regulatory privacy principles provide an important framework for transparency, consumer choice, and accountability.
Whether campaigns involve interest-based advertising, cross-device activity, mobile data, location-based targeting, or third-party data partnerships, the DAA Principles help advertisers provide consumers with meaningful transparency and control over the collection and use of their online data.
World Cup Campaigns Can Trigger DAA-Relevant Data Privacy Practices
World Cup fans may interact with campaigns across streaming platforms, sports apps, social media, retail sites, travel services, ticketing tools, sponsor promotions, and connected TV environments all in a single day.Behind these interactions are sophisticated advertising ecosystems, including practices such as:
- Interest-based advertising
- Cross-device recognition
- Retargeting and audience segmentation
- Location-based targeting
- Measurement and attribution tools
- Third-party data partnerships
Because these practices often rely on data collected and shared across multiple touchpoints, advertisers should understand what data is collected, how it is used, who receives it, and how consumers are provided with appropriate transparency and choice.
Consumer Transparency and Control Should be Part of the Game Plan
Advertisers should ensure consumers can understand when information about their online activity may be collected or used to deliver advertising tailored to their interests. Disclosures should be clear, prominent, easy to locate, and consistent with actual campaign practices across websites, apps, mobile devices, and connected TV.Consumer choice mechanisms should also be easy to find and function as intended. As campaigns run and evolve through the tournament, advertisers should test opt-out tools, confirm that choices work across relevant environments, and ensure vendors honor applicable consumer choices.
Location-Based Advertising Requires Additional Attention
Location-based campaigns require closer review. World Cup advertisers may use location signals or location-derived segments to reach consumers near stadiums, fan festivals, hotels, airports, transit centers, restaurants, or retail locations.Advertisers should understand the source, precision, retention, and sharing of location information and ensure those practices align with consumer expectations. Using consumers’ precise location data to target advertising to them requires their opt-in consent; mere notice is not sufficient.
Accountability: Know What Your Partners Are Doing
World Cup campaigns often involve brands, agencies, publishers, platforms, measurement providers, analytics vendors, data providers, streaming services, and retail media networks.When multiple parties contribute to a campaign, advertisers should understand which partners collect, use, disclose, or receive consumer data. They should also set clear expectations for notice, choice, data use, data sharing, retention, and post-launch monitoring.
A Pre-Kickoff Privacy Checklist
As World Cup campaigns continue throughout the tournament, advertisers should periodically review the following questions:- Are we using interest-based advertising, audience targeting, cross-device recognition, or location data?
- Are disclosures clear, prominent, and aligned with actual practices?
- Are choice mechanisms easy to find and functioning properly?
- Have web, mobile, app, and connected TV experiences been tested?
- Do vendors understand and honor their privacy responsibilities?
Final Whistle: Build Trust Before, During, and After the Campaign
The World Cup may last only a few weeks, but the trust built—or lost—through major advertising campaigns can last much longer.For many fans engaging with U.S.-based brands, platforms, publishers, apps, and services, World Cup campaigns may be a highly visible introduction to the U.S. digital advertising ecosystem. Advertisers have an opportunity to demonstrate that relevant advertising can be transparent, respectful of consumer choice, and accountable under the DAA Principles.