According to a report on MediaPost, The Better Business Bureau's ("BBB") Online Accountability Unit has recently found that Triple A, Anheuser-Busch and Wayfair failed to comply with the ad industry's privacy code

According to the BBB's Online Accountability Unit, the non-profit American Automobile Association, Triple A, of Northern California, Nevada and Utah allegedly allowed ad networks and other thirdparties to collect data regarding online visitors, without offering a valid opt-out mechanism on its website. Although the privacy policy on Triple A's website contained an opt-out link, clicking on it takes visitors to a webpage where they could opt-out of data collection by only certain of the tracking companies, and not all of them. 

In addition, the brewing company, Anheuser-Busch, and the e-commerce company, Wayfair, allegedly failed to provide an "enhanced" notice, explaining online behavioral targeting. Providing such an "enhanced" notice requires adding a separate link that takes visitors directly to an opt-out website. The separate link is supposed to be displayed on every page where data about visitors is set out.

These three new cases of the BBB's Online Accountability Unit come a few years after it warned publishers to provide clear, meaningful and prominent links on all pages where third-parties (e.g., ad networks and exchanges) obtain data about visitors in order to serve them with targeted ads.

It should be noted that Triple A, Anheuser-Busch and Wayfair have revised their websites and are now in compliance with the ad industry's privacy code, according to the BBB'S Online Accountability Unit.