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 Wednesday, March 04, 2009
New guidelines on behavioural ads

The online advertising industry has launched a set of guidelines for a genre of adverts that have been causing controversy.

The code of practice drawn up by the Internet Advertising Bureau looks specifically at behavioural advertising. This form of advertising delivers ads based on people's browsing activity and is therefore far more targeted. UK ISP BT is planning to roll out such advertising developed by US firm Phorm. The guidelines which have been signed by key players including Phorm, AOL, Google, Microsoft and Yahoo agree on three core commitments:

  • Notice. A company collecting and using online information for behavioural advertising must clearly inform a consumer that data is being collected for this purpose
  • Consent. A company collecting and using online data for behavioural advertising must provide a mechanism for users to decline behavioural advertising and where applicable seek a consumer's consent.
  • Education. A company collecting and using online data for behavioural advertising must provide consumer with clear and simple information about their use of data for this purpose and how users can decline.

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