The Network Advertising Initiative, a coalition of online advertising companies (including AOL, Google, Microsoft, and Yahoo!) has updated its rules on data collection and use practices. The group’s “Code of Conduct” was first introduced in 2000 and amended in 2008. The latest update formally codifies the “enhanced notice” requirement for ads, makes several changes to the “Sensitive Data” category, and reflects other developments in the online ad ecosystem. NAI will start enforcing the new rules in 2014.