The Interactive Travel Services Association (ITSA), an industry trade group whose members include Expedia, Orbitz, Hotwire, Hotels.com and others, has made an announcement:
Advertising in adware is ok, as long as it’s not spyware. ITSA believes adware “can be useful to many consumers because it provides timely, relevant and money-saving information, or it helps defray the cost of free linked software programs” (link).
According to their press release:
The ITSA best practices document encourages adware companies to: 1) obtain “affirmative consent,” or prior approval from consumers for downloading adware, while simply explaining what the adware will do; 2) for consumers who already have downloads, go back and obtain their approval now; 3) provide an easy to find, understand and use method of uninstalling the adware; and 4) identify who has created or is providing the adware in any download offers or any other promotions, such as pop-ups or pop-unders. In addition, 5) advertisers should require their adware companies and any marketing groups they work with to abide by these practices.