Web Advertising and Linking

Number: ENT-INT-040

Established for: State of Montana Information Technology Enterprise

Scott Darkenwald, Director
Department of Administration
Date: September 2002

Policy - Requirements

SCOPE 

This policy applies to all state computers, including the state university system, state networks, and state maintained or owned web pages, websites, and web applications.

PURPOSE

The Internet has become one of the state's most important resources to provide easy access to information and services, both internally and to the citizens and customers of the state. However, the tool presents many challenges in dealing with acceptable/appropriate use and privacy concerns. Some agencies have been requested to allow linking to private organizations, web banner advertising on state websites or creating partnerships with advertising companies to host an agency's website and subsidize the costs of operation with revenues from vendor posted web advertisements. Others have been offered software at no charge in exchange for displaying the company's icon or link on their site. These opportunities may appear desirable on the surface. There are, however, complex policy issues that arise that this policy is intended to address.

REQUIREMENTS

1. The state will not accept banner ads and vendor hosted website advertising for the following reasons:

  • The state is unable to exercise full control over banner advertisement redirects that may result in unintended consequences to the user and/or the state agency. Individuals "clicking" on a banner advertisement have little or no control of the redirect options to return the user to the original website. Re-routed advertising links can result in the user being linked to questionable or problematic websites, including those currently prohibited for state access (see ENT-SEC-120), which will negatively impact the state's image.
  • Privacy violations may occur when a user accesses web advertisements. Some websites record information about users by automatically depositing a piece of information in the "cookie" file on the user's computer. The cookie helps track information communicated between the user's browser and the server (see ENT-INT-030).
  • Advertising for products and/or services may be perceived by the user as being fully endorsed by the state of Montana and may increase the risk of perceived discrimination.
  • The lack of accepted industry standards and guidelines regarding "best practices" in web advertising make it questionable as to how to best use this media feature to benefit the state and its citizens.
  • The lack of published guidelines and specific criteria make it difficult to determine what criteria might be used to evaluate acceptable web advertising versus unacceptable advertising for the state.

2. All links from any state web page are at the sole discretion of the state through the agencies. The state will not link to organization, citizen or business websites unless one of the following conditions is met:

  • The link adds appropriate value to the state site, is in the state's best interest, does not discriminate against like sites, and is relevant in content.
  • The state has an active contract with the organization, the link adds appropriate value to the state site, is in the state's best interest, and is relevant in content.
  • The link provides access to a website which contains software that is necessary or enhances the operation of the state site (e.g. Adobe Acrobat).

Background - History on the creation of or changes to this policy

This policy was requested by the Information Technology Services Division and reviewed by the Electronic Government Advisory Council prior to adoption to address web advertising in state government.

Guidelines - Recommendations, not requirements

No guidelines as implementation of web banner ads and web advertising is prohibited. Guidelines for linked sites are contained within the Requirements.

References - Laws, rules, standard operating procedures and applicable policies

2-17-512, MCA; 2-17-534, MCA; and 2-17-550 through 2-17-553, MCA; Internet Services Policy, ENT-INT-011