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).
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.
This article was first published on campaignlive.co.uk
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- Creative Production Controller (Maternity Cover) Asthma UK £34,361 - £36,169, London (Central), London (Greater)
- Senior Digital Marketing Executive Stopgap £35000 per annum, London (Central), London (Greater)
- Juinor Account Manager - Digtial Media - Saas Ultimate Asset £24000 - £30000 per annum + Amazing Benefits, London (Central), London (Greater)
- Account Manager and Account Director Stopgap £50000 per annum, South East England
- Virgin Holidays launches digital Caribbean push
- Bloomberg appoints Matt Teeman as commercial director EMEA
- Yahoo appoints Marc Bignell as head of trading for the EMEA region
- Captain Morgan Facebook ad banned for suggesting alcohol conquers boredom
- McCann picked to resurrect Homepride's Fred
- Radio Times: 50 years of Doctor Who covers