Venus Fashion Agrees to Update Privacy Practices to Comply with Digital Advertising Alliance’s Self-Regulatory Principles

Jul 11, 2023 9:00 AM ET

McLean, VA – July 11, 2023 – BBB National Programs’ Digital Advertising Accountability Program (DAAP) worked with women’s fashion retailer Venus Fashion, Inc. to bring its website into compliance with the Digital Advertising Alliance’s (DAA) Self-Regulatory Principles.

DAA’s Self-Regulatory Principles cover entities engaged in interest-based advertising (IBA) across websites or mobile apps. Any operator of a website (a first party) that allows unaffiliated entities (third parties) to collect visitors’ web browsing data for IBA must provide visitors with notice and enhanced notice as prescribed in the Self-Regulatory Principles for Online Behavioral Advertising (OBA Principles).

Based on a consumer complaint, DAAP opened an investigation into Venus’ alleged noncompliance with the Transparency Principle of the OBA Principles. Upon reviewing Venus’ website, DAAP observed third-party data collection for IBA without proper enhanced notice and access to Venus’ IBA disclosure and opt-out choices.

In response to DAAP’s inquiry, Venus conducted a review of its compliance protocols and made significant changes to its privacy practices to bring the Venus website into compliance with the DAA Principles. Those changes include:


  • The addition of a prominent and easily accessible link titled “My Privacy and Ad Choices” to all webpages where third-party trackers are deployed (in this case, the website’s global footer) linking users to Venus’ IBA disclosure, and
  • A newly edited IBA disclosure titled “Third-Party Automated Collection and Interest-Based Advertising,” which includes a comprehensive description of Venus’ third-party IBA practices, a link to IBA opt-out tools, and a statement of adherence to the DAA Principles.


In its advertiser statement, Venus stated “VENUS Fashion, Inc. (“VENUS”) is proud to participate in the Digital Advertising Alliance’s self-regulatory DAA Accountability Program.  VENUS welcomed the opportunity to review its privacy policies and practices with the DAAP and is confident that, by voluntarily implementing the recommended changes, the company is demonstrating its ongoing commitment to consumer privacy and choice.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DAAP decisions, visit the DAAP Decisions and Guidance webpage.

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

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.

Contact Information

Name: Jennie Rosenberg
Job Title: Media Relations