The NAI Unveils Best Practices for Health Advertising.
Key points:
🔹️ Members should consider the type of audience attributes they use to create and target demographic audience segments for tailored advertising.
🔹️ Members should not use any demographic attributes about a consumer, such as race or ethnicity, that would themselves be considered sensitive under applicable laws and regulations, to create demographic audience segments for tailored advertising without obtaining that consumer’s opt-in consent.
🔹️ Members should only use, sell, or share demographic health audience segments to or with healthcare or life science companies.
🔹️ Members should employ reasonable due diligence to help prohibit misuse and abuse of health audience segments by recipients.
🔹️ Members should use reasonable efforts to determine whether a modeled audience segment is large enough to prevent individual members of the audience from being identified with a specific health condition, treatment, or diagnosis. The NAI considers the following modeled audience segment sizes to be adequately large to meet this goal
🔹️Members should conduct due diligence to ensure they collect or receive personal information only from partners who comply with applicable laws and regulations, including required consumer notice and choice.
🔹️When dealing with Health Insurance Portability and Accountability Act (HIPAA) covered data, members should only ingest data used for modeling or region selection in secure environments, in accordance with HIPAA de-identification requirements, and when relying on expert determination, should publicly demonstrate HIPAA compliance, for example, by posting a letter of confirmation of compliance by a trusted third-party statistician.
🔹️ Members should provide transparency into their audience segmentation practices by providing public disclosures of the key criteria used in the modeling or region selection process.
🔹️Members should make reasonable efforts to ensure that marketing materials and segment names clarify that no individual consumer’s health-related information is used to create the segments, and that they are based only on demographic information or region.
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Well deserved, congrats!