BBB Accountability Program Brings Zillow into Compliance with Ad Principles
Real estate firm Zillow's online and mobile products are in compliance with a series of self-regulatory digital advertising principles for online interest-based advertising (IBA), BBB National Programs said Tuesday.
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BBB's Digital Advertising Accountability Program (DAAP) conducted "routine monitoring" of Zillow sites and those of its family of brands and helped the company reach compliance.
DAAP found that Zillow uses third-party data collection for IBA. An expanded review found other Zillow Group brands, including Trulia and StreetEasy, had transparency issues on desktop and mobile app products.
Specifically, “enhanced notice (a clear and prominent link to information about IBA and how consumers can opt out of it) was not consistently provided in accordance with the DAA’s Transparency Principle,” DAAP said. Across the brand’s digital presence, DAAP found missing notices, broken links and no statement of adherence to DAA Principles.
After results of the monitoring were discussed, Zillow reviewed its sites and mobile apps and worked on solutions. As a result, it added website footer links explaining ad choices and updated its privacy notice to prominently link to third-party ad information to bring its desktop sites into compliance, DAAP said. For its mobile apps, the real estate company added a link at the top of the privacy notice directing users to the IBA statement and disclosures, as well as the privacy portal, among other changes.