BBB National Programs’ Digital Advertising Accountability Program Issues New Compliance Guidance for Political Advertising

New York, NY – March 18, 2025 – BBB National Programs’ Digital Advertising Accountability Program (DAAP) has issued its new Compliance Guidance: How to Ensure Transparency in Political Advertising, to educate advertisers on the requirements for sponsorship transparency for online and mobile app political advertisements.

DAAP reviews political ads for non-compliance with the Digital Advertising Alliance’s (DAA) Political Advertising Principles, which mandate clear, meaningful, and prominent disclosure of the ad’s sponsor. The Compliance Guidance, which elaborates on those Principles, is designed to help political campaigns and their ad tech partners meet notice and disclosure requirements.

Key highlights of the Compliance Guidance include:

• Enhanced Notice Requirements: Political ads must include clear notice indicating they are political ads, using icons, symbols, or specific wording.
• Political Advertisement Notice: Details of who paid for the ad must be linked from the enhanced notice, including contact information and disclaimers required by law.
• Emerging Technologies: Special considerations for new advertising modalities, such as connected TV (CTV), to ensure transparency in all digital formats.

In its role as the data privacy watchdog for the DAA, DAAP monitors the marketplace for compliance with the DAA’s Self-Regulatory Principles, including the Political Advertising Principles. When it identifies non-compliance, DAAP reports its findings to the DAA and, when appropriate, government authorities.

Learn more about DAAP here. Access the Compliance Guidance here.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the Digital Advertising Accountability Program: The Digital Advertising Accountability Program (DAAP), a division of BBB National Programs, was developed by the Digital Advertising Alliance (DAA) to enforce industry self-regulation principles for data privacy in online and mobile advertising, holding companies accountable to the DAA’s Privacy Principles. DAAP provides guidance to companies looking to comply with industry principles and responds to complaints filed by consumers about online privacy.