WAA Launches Code of Ethics for Web Analysts to Support the Protection of Consumer Privacy Online

Wakefield, MA – January 25, 2011 – Today, at the Web Analytics Association (WAA) Symposium in Austin, TX, the WAA announced the launch of its Code of Ethics for web analysts to pledge their individual efforts to treat consumer data with respect and to keep personally identifiable consumer information safe, secure and private. Web analysts are encouraged to review the WAA Code of Ethics, sign the pledge, and help spread and enforce these standards across the Internet.

"Internet privacy is an issue that has received a lot of attention recently, but web analytics professionals have been grappling with the issue since the early days of the web,” said Peter Sanborn, president of the WAA. "The WAA Code of Ethics codifies and gives voice to the thousands of web analytics professionals throughout the world that WAA represents.”

The WAA Code of Ethics was authored by Eric T. Peterson and John Lovett and refined by numerous members of the WAA, the WAA Standards Committee and the digital measurement community at large. The Code of Ethics is designed to protect the integrity of digital measurement and analysis professionals and to self-regulate data collection practices in a proactive way. By signing the pledge, web analysts agree to support all five sections of the Code of Ethics, covering consumer privacy, data collection transparency, consumer control, education and personal accountability.

The Code of Ethics is open to web analysts globally regardless of WAA member status. To review sign the pledge, visit: http://www.webanalyticsassociation.org/?page=codeofethics.

About The Web Analytics Association

Founded by Web analytics industry leaders in 2004, the mission of the WAA is to lead and support its members by providing quality education, developing standards and best practices, conducting research and advocating for issues that advance the industry. The organization has more than 1,700 members worldwide, representing forty countries and a broad spectrum of expertise. For more information about the WAA, or to become a member, visit the WAA Web site at www.webanalyticsassociation.org.

Media Contact:

Carla Vicens

blast! PR for the WAA

(919) 833-9975 x10

carla@blastpr.com

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