Throtle's Expertise in Aligning with NAI's Latest Healthcare Advertising Best Practices
Navigating the New Terrain of Healthcare Advertising Compliance
In the evolving landscape of digital advertising, particularly in the healthcare space, staying ahead of the curve in terms of compliance and best practices is not just an advantage – it's a necessity. With the Network Advertising Initiative (NAI) releasing its Demographic Health Advertising Best Practices in November 2023, Throtle identifies opportunities for healthcare companies and brands to advance your efforts while meeting or exceeding the standards required by regulators.
The NAI's Role and Its New Guidelines
Founded in 2000, the NAI promotes self-regulation within the digital advertising realm. As a non-profit organization, it's influential in upholding high standards for data usage in online and mobile advertising. The NAI’s recent guidelines, designed to steer its members towards compliance with evolving state and federal laws, are particularly pertinent to us in the healthcare advertising space:
Utilizing Basic Demographics: The guidelines recommend using fundamental demographic data (like age, gender, education level) for audience segmentation. This approach aligns with privacy norms and avoids the pitfalls of sensitive data handling.
Target Audience Sharing: There is a strong emphasis on sharing these demographic health audience segments solely with healthcare or life science entities.
Vigilance Against Inferences: The NAI cautions against inadvertently inferring health conditions from data, which is a significant compliance concern under certain state privacy laws.
Guidance for Modeled Audience Segments: For general audience segments, they should constitute at least 10% of the targeted geographic area. For more niche segments, like those for Orphan Drugs, the audience size must be at least ten times the prevalence of the condition.
As you may be aware, most of the new State Privacy laws exempt HIPAA covered transactions from HIPAA covered entities. However, these exemptions don’t apply, in most cases, to biotechnology and pharmaceutical companies. As such, compliance with the 13 State Privacy laws creates a complex maze of rules for advertising in this space. Through adoption of NAI’s best practices, exposure to the risks associated with non-compliance of these State Privacy laws is minimized.
Throtle’s Commitment to Compliance
At Throtle, our commitment to compliance is unwavering. We understand that adhering to these best practices isn't just about following rules – it's about respecting the privacy and integrity of our audience. By incorporating the NAI's guidelines as part of our compliance toolkit, we ensure our operations are not only lawful but also responsible. We believe in advertising that respects individual privacy while delivering value to healthcare and life science companies. The NAI's latest guidelines are an additional step in responsible and ethical healthcare advertising, and at Throtle, we are proud to be on the frontlines of this movement.
To learn more about our healthcare solutions and our commitment to compliance, reach out to Throtle today.