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
- Head of Marketing, Beauty, Mat Cover Blue Skies Marketing Recruitment £50000 - £60000 per annum, London
- Freelance Graphics Project Manager - Exhibitions Network Career Consultants £35000 - £40000 per annum, London
- Marketing Manager Brand Recruitment £42000 per annum, Norwich
- Account Director Stopgap £50000 per annum, London
- UI Designer - Fashion - Mobile - £25,000 - £35,000 Red Sofa London £25000 - £35000 per annum, London
- Virgin Media 'night owl' ad to break in Gogglebox
- Johnnie Walker calls global ad review
- Kevin Dundas leaves Droga5 Europe
- Testicular cancer awareness campaign launches comedy show
- Adam & Eve/DDB wins 2014 IPA Effectiveness Awards Grand Prix
- Enjoyed getting an hour back on Sunday? You'll get years back if you stop smoking, says charity