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
- Digital Designer 20-35k London - Advertising Tech Company Creative Recruitment £20000 - £35000 per annum + Benefits, London
- senior account director > RETAIL > GLOBAL AGENCY collectivo Salary confidential, London
- social media account manager > DRINKS BRAND collectivo to £25-30k + amazing bens, London
- Press Investment Senior Exec Aspire £25000.00 - £34000.00 per annum, London
- Group Marketing Manager - Leading Media Business ADLIB £30000 - £40000 per annum, Bath
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Doctor Who online game gets kids coding
- Philips launches juicer video campaign with Louis Smith
- Currys PC World launches brand campaign ahead of Christmas
- Argos releases second ad in its latest strategy
- A JWT tribute to its Oxo mum: Lynda Bellingham