Privacy Watchdog Ensures SCI Adheres to Digital Advertising Privacy Best Practices in Compliance Review
McLean, VA – April 22, 2026 - BBB National Programs’ Digital Advertising Accountability Program (DAAP) worked with Service Corporation International (SCI) to update its consumer notice practices to bring its websites into compliance with the Digital Advertising Alliance (DAA) Self-Regulatory Principles for interest-based advertising (IBA).
As part of its periodic monitoring of companies subject to previous DAAP inquiries, DAAP reviewed SCI, a U.S.-based funeral services company, following up on an earlier investigation that was closed in 2022. Following that initial investigation, SCI updated enhanced notice links on SCI websites associated with its different brands and updated its corporate privacy policy to better guide consumers on how data can be used for IBA and how to opt out, if desired.
The scope of this current review also included SCI’s corporate website and affiliated properties, including Dignity Memorial, Neptune Society, Neptune Memorial Reef, Rose Hills, National Cremation, Trident Society, Making Everlasting Memories (MEM), LHT Consulting Group, and the Cremation Society of Virginia.
During the compliance review, DAAP observed data collection by third-party companies known to engage in IBA. While some of SCI’s websites continued to display the DAA AdChoices Icon, DAAP identified several issues indicating that SCI’s current implementations did not consistently satisfy the Transparency Principle requirements of the OBA Principles, such as lack of an enhanced notice link (i.e., a link taking consumers directly to an explanation of IBA practices and an opt-out mechanism).
SCI worked with DAAP to bring its websites back into compliance with the DAA Principles.
In its statement, SCI stated that it “seeks to align with the DAA Principles” and “appreciates that DAAP recognized SCI’s efforts to comply with IBA disclosures and enhanced notice-linking.”
All BBB National Programs case decision summaries can be found in the case decision library. To access all DAAP decisions, visit the DAAP decisions webpage.
As part of its periodic monitoring of companies subject to previous DAAP inquiries, DAAP reviewed SCI, a U.S.-based funeral services company, following up on an earlier investigation that was closed in 2022. Following that initial investigation, SCI updated enhanced notice links on SCI websites associated with its different brands and updated its corporate privacy policy to better guide consumers on how data can be used for IBA and how to opt out, if desired.
The scope of this current review also included SCI’s corporate website and affiliated properties, including Dignity Memorial, Neptune Society, Neptune Memorial Reef, Rose Hills, National Cremation, Trident Society, Making Everlasting Memories (MEM), LHT Consulting Group, and the Cremation Society of Virginia.
During the compliance review, DAAP observed data collection by third-party companies known to engage in IBA. While some of SCI’s websites continued to display the DAA AdChoices Icon, DAAP identified several issues indicating that SCI’s current implementations did not consistently satisfy the Transparency Principle requirements of the OBA Principles, such as lack of an enhanced notice link (i.e., a link taking consumers directly to an explanation of IBA practices and an opt-out mechanism).
SCI worked with DAAP to bring its websites back into compliance with the DAA Principles.
- The SCI websites’ enhanced notice links were updated to direct users to the “Analytics and Advertising Technologies” section of SCI’s privacy policy. This section includes the elements of DAA enhanced notice together, namely a description of third-party IBA practices, including descriptions of web tracking technologies used on SCI’s digital properties, and a link to, and description of, industry-developed IBA opt-out tools, so that consumers can easily opt-out of IBA if they wish.
- SCI updated its branded websites’ footer displays to clearly separate the AdChoices footer icon and link from separate choices such as “Do Not Sell or Share My Personal Information,” to help ensure consumers can distinguish the link that will take them to choices about IBA versus to state-required information.
In its statement, SCI stated that it “seeks to align with the DAA Principles” and “appreciates that DAAP recognized SCI’s efforts to comply with IBA disclosures and enhanced notice-linking.”
All BBB National Programs case decision summaries can be found in the case decision library. To access all DAAP decisions, visit the DAAP decisions webpage.