News   |  Events  l  Event & Summit Archives l  Press Releases  l  Member News Facing the Tension - Individualism, Profits & The Common Good January 7, 2011 - As we head into 2011, privacy, data stewardship and identity theft continue to be top of mind for consumers, regulators and businesses.  Without a meaningful commitment to change and self-regulation we risk a consumer trust "melt-down". Fortunately on several fronts self regulatory efforts are progressing.  OTA applauds the Digital Advertising Alliance in the development of the Online Behavioral Advertising (OBA) principles. These efforts supported by OTA member companies Better Advertising, PreferenceCentral and TRUSTe, establish intuitive ad notification mechanisms, helping to educate consumers on the value they receive from behavioral or "interest-based" advertising.  Providing consumers a credible program of notice and choice is an important first step to enhancing online trust and confidence. It is important to note that consumers (as well as business users) enjoy significant value from ad-supported services.  Advertisements tailored for consumers can provide increased value and relevancy.  Attempts to unilaterally block them, may risk disrupting the provision of free services and content to millions of online users resulting in a shift towards fee-based service models.  As society and business are increasingly reliant on online services for their education, employability and their every day way of life, we need to understand the potential risk of disenfranchising many who may not be able to afford these services.  OTA holds a continued vision which recognizes that users must also have control over the use and sharing of their data, whether collected online or offline.  OTA looks forward to the continued collaboration toward these goals with our ecosystem partners: browser vendors, industry trade organizations, government agencies and consumer advocacy groups.  As partners, we must encourage continued business investment and innovation in online services - along with a willingness to develop and adapt business practices that protect online trust and consumer confidence. Embracing and applying online trust principles in the delivery of online services today will build online trust and bolster the long term vitality and sustainability of online services for the future.  Doing so now, is not only good for the consumer, but also for businesses and our economy. We must focus today or risk a tragedy of the "trust commons".   As partners in the ecosystem, our investment in  online trust today is an investment in the future of commerce, business vitality and innovation.  Craig Spiezle Executive Director & President Online Trust Alliance See Facing a Trust Meltdown