ASA introduces new rules on behavioural advertising

The Advertising Standards Authority has today introduced new rules to provide the public with notice of and control over online behavioural advertising (OBA).

Guy Parker: chief executive of the ASA
Guy Parker: chief executive of the ASA

The rules require ad networks delivering behaviourally targeted ads to make clear that they are doing so – most are expected to do so through an icon in the corner of online ads.

They must also allow consumers to exercise control over receiving ads by providing an opt-out tool.

The ASA will take action against those ad networks that fail to stop OBA being received by consumers who have opted out.

Guy Parker, the chief executive of the ASA, said: "The new rules will provide greater awareness of and control over OBA, demystifying how advertisers deliver more relevant ads to us and allowing those of us who object to say 'stop'.

"We’ll be there to make sure that the ad networks stick to the rules."

Last year, the European advertising industry bodies ran a pan-European consumer advertising campaign to boost education and awareness about OBA.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published