The NAI was formed in 1999 in response to consumer concerns over the use of profile-based targeted online advertising. The resulting set of self-regulatory principles received the unanimous support all the Federal Trade Commission (FTC) and remains a model for effective industry self regulation. These principles also set the standard for consumer notice, choice, and control.

The NAI principles for online advertising have also been used as a model for self regulatory safe harbors within federal regulation. Concepts created within the principles have been copied directly into federal privacy bills.

More recently, the NAI established standards for the use of Web beacons. Once again, the principles developed by the NAI were reviewed and applauded by FTC staff.

In 2002, the NAI formed the Email Service Provider Coalition (ESPC), for the purpose of developing effective policy and technical responses to the spam issue. The ESPC's work with the FTC and Congress on CAN-SPAM, along with numerous technology providers, has significantly curtailed the growth of spam and contributed to stronger practices and processes used in the marketplace today.

We remain an active advocate in ongoing debates on digital privacy.