Below is a summary of OTA's initiatives, best practices and policy recommendations to enhance consumer protection and privacy, while promoting the importance of self-regulation and innovation.

Brand Protection

Brand Protection is increasingly an issue for advertisers, brands and web site owners. Cybercriminals continue to abuse legitimate brands through a combination of tactics including forged and spoofed email, look-a-like domains, phishing sites and brand jacking through fraudulent and malicious mobile applications. With the introduction of the new gTLD domains, brand protection is a growing area of concern for brands owners and consumers alike.

Data Privacy & Protection Day

Data Privacy Day (DpD) is an international event held every January 28 to raise awareness and promote data privacy education. Since 2009, OTA has taken a leadership role hosting Town Hall events and educational webinars to help businesses enhance their data protection and be prepared for a data breach incident.

Identity Theft

Identity theft is a growing problem for consumers, businesses and the entire industry. Efforts include working with leading law enforcement organizations including U.S. Secret Service, Federal Bureau of Investigation and State Attorney General Offices to fight Identity Theft. Working with the Identity Theft Council, State Better Business Bureaus and other organizations, OTA works to develop best practices to aid in the prevention, detection, notification and remediation to those individuals and businesses who have been victimized by identity theft.

Internet Governance

OTA works through the public and private sectors to advance internet governance, helping to assure the free flow of information, transparency, accontability and balanced practices to enhance online trust. Efforts include working with the Internet Corporation for Assigned Names and Numbers (ICANN) and the ICANN Governmental Advisory Committee (GAC), U.S. Department of Commerce, the National Telecommunications and Information Administration (NTIA), Article 29 Working Group, the World Wide Web Consortium (W3C), the Internet Engineering Task Force (IETF) and other organizations.

Online Trust Audit and Honor Roll

The Online Trust and Honor Roll Audit is a comprehensive evaluation of a site's and mobile applications best practices in brand and consumer protection, security and privacy. Through this recognition program OTA recognizes "North Stars" who demonstrate a commitment to consumer protection and support meaningful self-regulation. Through a composite weighted scoring including over three-dozen data points and attributes, sites which achieve a score of 80% or greater are named to the Honor Roll.


Privacy is the foundation of online trust and confidence in the sites one visits, the mobile applications used and the interaction with online services. OTA supports the need for user control, discoverabilty and transparency, while promoting the benefits they receive from data driven marketing and ad supported services. OTA promotes the need to move from a compliance mind-set on data collection, retention and usage, to one of stewardship. OTA works across the ecosystem to promote best practices including tools and technologies allowing users the ability to opt-out of third-party data collection, while under-scoring the value exchange consumers receive from ad supported sites and services.

Public Policy

Public Policy is a global issue impacting consumer and industry addressing the innovation, threats and challenges related to data protection, privacy, security and identity theft. OTA supports multi-stakeholder efforts to promote best practices, self-regulation and safe harbor to promote innovation. Concurrently OTA and our members work with legislators to help shape legislation and regulation to enhance online trust and the long-term vitality of online services.


As the internet flourishes the threats from fraudulent businesses, organized crime and State-Sponsored actors underscores the importance of taking a holistic "Security by Design" approach . OTA works through the standards community and public and private sectors to advance best practices including data governance, site security, breach response planning and threat intelligence sharing. Key areas of focus include the integrity of online advertising and content publishing, supply chain management, cloud services and critical infrastructure.