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
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Print & Digital Designer Michael Page Digital £35000 - £40000 per annum, City of London
- Client Director Daniel Marks London $130-180K salary (depending on experience), New York (City) (US)
- Global Strategy Director - New York Daniel Marks London $150-200K salary (depending on experience), New York (City) (US)
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood
- Publicis Groupe extends deadline for Sapient deal again
- Lidstone exits Havas amid restructure