Here's the exact language as of Thursday afternoon: "To prevent adMarketplace from tracking your behavior on a website, turn off cookies, utilize a changing IP address, and do not click on or interact with any advertisements."
Someone who reads that quickly might think that adMarketplace was giving people useful advice. In reality, these are the type of recommendations that confuse consumers, make them distrust advertising -- and generally give the industry a bad name.
Telling people to "turn off" cookies isn't all that useful, especially since they would have to disable first- as well as third-party cookies to prevent adMarketplace from tracking them. Telling people not to click on any ads is unhelpful, and probably counterproductive. Telling people to change their IP addresses borders on the absurd. AdMarketplace might as well have told people to stop using the Web.
He also says that adMarketplace doesn't engage in online behavioral advertising, or serving targeted ads to users based on their Web activity. Therefore, adMarketplace doesn't have to offer any opt-out under current self-regulatory standards. (Privacy advocates say that people should be able to opt out of online data collection even if it's just used for analytics, but no laws or self-regulatory standards mandate that.
Still, that raises the question, why include supposed opt-out instructions in the first place?
Ultimately, when it comes to privacy policies, simply having them shouldn't be enough to satisfy watchdogs. It should go without saying that such policies also need to contain useful information.