NAI Announces Framework for New Era of Digital Advertising Self-Regulation
Leading Self-Reg Organization Shifts to Promote Legal Compliance
WASHINGTON, DC (March 10, 2025) – The Network Advertising Initiative (NAI), the leading privacy and self-regulatory trade association for advertising technology companies, announced the launch of the NAI Self-Regulatory Framework (NAI Framework), a new model for digital advertising self-regulation to help companies comply with U.S. state and federal privacy requirements.
The foundation of the new NAI Framework is a set of fundamental privacy principles that all NAI member companies agree to adhere to and establish a baseline for NAI membership: (1) Transparency; (2) Consumer Choice & Control; (3) Data Governance; (4) Sensitive Data; (5) Accountability.
These Principles are not themselves a new set of prescriptive requirements that compete with the growing list of legal requirements for privacy in the U.S., but rather an adaptable way to organize, understand, and support adherence to those various requirements.
“The NAI is excited to celebrate our 25th Anniversary this year with the adoption of a completely redesigned approach to digital advertising self-regulation that matches the current environment,” said NAI President and CEO Leigh Freund. “This new model aims to help companies understand their existing legal requirements, rather than impose additional restrictions.”
“The NAI is also overhauling its Privacy Review Program to align with the new Framework, emphasizing data governance processes and industry benchmarking to help NAI members demonstrate a higher level of commitment to privacy compliance across the ecosystem.”
The NAI Framework supersedes and replaces the NAI 2020 Code of Conduct. Under the Framework, each NAI member must still undergo an annual privacy review, a distinctive feature of NAI membership that allows members to demonstrate their adherence to the Framework, as well as help them better understand their existing legal obligations and enhance their privacy and data governance programs. Going forward, the NAI will also continue developing voluntary guidance and best practices for privacy in ad-tech that will be organized under and support the foundational Principles.
For additional information and frequently asked questions about the new NAI Framework, please refer to our FAQs.
MEDIA CONTACT:
Kate Cox-Nowak
media@networkadvertising.org
