AAF Joins “Responsible Privacy in Advertising Initiative”

WASHINGTON, DC, December 5, 2023—The American Advertising Federation today announced that it has joined the Responsible Privacy in Advertising Initiative, an advertising industry effort launched by the ANA and 4A’s to provide policymakers and industry a roadmap to expand privacy protections for all Americans, champion responsible approaches to the use of data in online advertising, and to develop additional guidance and tools to drive compliance with data privacy laws and industry standards. 

“The responsible use of data for advertising has driven economic growth, expanded the availability of new and improved products for consumers, and enhanced competition,” said Steve Pacheco, President and CEO of the American Advertising Federation. “The Responsible Privacy in Advertising Initiative will help protect these benefits while updating industry practices, advocacy, and self-regulatory and compliance initiatives in ways that enhance privacy protections for all Americans. The Initiative will provide invaluable guidance to the thousands of small businesses in the advertising space that comprise AAF’s grassroots network.”

The Responsible Privacy in Advertising Initiative was launched in October 2023 by the Association of National Advertisers (ANA) and the 4A’s to evolve and enhance industry data privacy principles for responsible online advertising practices and to renew their commitment to enacting preemptive, federal privacy legislation. Representatives of AAF and a cross-section of members of ANA and the 4A’s have met several times in series of working sessions over the last two months to drive the initiative forward. Additional meetings are planned in the coming weeks to continue the group’s positive momentum and progress.

“The American Advertising Federation has long been a constructive and helpful partner on advertising industry self-regulatory and legislative initiatives,” said Bob Liodice, CEO of ANA. “We welcome their ongoing contributions to our collective work to expand responsible advertising practices and to protect Americans from harmful data practices.”

“The Responsible Privacy in Advertising Initiative has hit the ground running and has been hosting substantive discussions among industry leaders who are committed to moving our industry forward in its support of responsible data practices and effective industry education and advocacy,” said Marla Kaplowitz, President and CEO of the 4A’s. “We look forward to continuing this important progress together.”


About the American Advertising Federation Established in 1905, the American Advertising Federation (AAF), acts as the “Unifying Voice for Advertising.” Its membership is comprised of more than 60 corporate members made up of the nation’s leading advertisers, agencies, and media companies; a national network of 150+ local clubs representing 35,000 advertising professionals; and 140+ college chapters with 4,000 student members. The AAF operates a host of programs and initiatives, including Advertising Day on the Hill, the Advertising Hall of Fame, the Advertising Hall of Achievement, the American Advertising Awards, and the National Student Advertising Competition. Follow us on social media: FacebookTwitterInstagram and LinkedIn.

About AAF Advocacy The AAF protects and promotes advertising at all levels of government through grassroots activities. Our nation-wide network monitors advertising-related legislation on local, state and federal levels. We put our members face-to-face with influential lawmakers while encouraging self-regulation as a preemptor to government intervention, when appropriate of course. To learn more about our advocacy efforts, click here