The revisions neither ensure that financial-related information be classified as "sensitive" nor include strict enough restrictions for targeting Web users based on health concerns, according to the Center for Digital Democracy's Jeff Chester. NAI's update says its members will "continue their commitment to respect appropriate fair information practices" and to preserve a self-regulatory environment. But privacy advocates, who were slated to meet with members of President-elect Barack Obama's transition team, said they would press for more government oversight of the industry.

The Center for Democracy and Technology said the Internet advertising industry "took a meaningful step toward protecting consumer privacy" by updating its code of conduct but the effort "falls short on several issues, leaving holes in consumer protection that must be plugged by federal privacy legislation." Like Chester, CDT's staff was disappointed that NAI retained its definition of "opt-out." In eight years, the group had time to develop an easy-to-use and accessible standard that honors consumer choices, the think tank said.