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
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Brand Consultant - Innovation and Marketing Capability Rare Selection Up to £55K + 20% bonus, Bucks
- Account Manager - TTL Blue Skies Marketing Recruitment £26000 - £30000 per annum, East London
- UK Sales Director - digital ad tech platform Ultimate Asset £60000 - £70000 per annum + +100%, London
- Account Manager - B2B - digital - Guildford Stopgap £24000 - £30000 per annum, Guildford
- Majority of 15m Twitter users in the UK follow a newspaper
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- International Women's Day: 'You make your own luck' says Cheryl Giovannoni