European Union to investigate behavioural-targeted advertising

LONDON - Online advertisers may face stricter controls as the EU is set to launch an investigation into behavioural-targeted advertising.

EU...investigating behavioural advertising
EU...investigating behavioural advertising

The investigation will address allegations by EU officials that consumers’ basic rights in terms of transparency, control and risk are being violated.

Officials will gather evidence from consumers and the industry on the information collected by commercial websites and how it is being used.

One of the main areas of concern is "deep packet inspection" technology that allows a user’s online activity to be tracked even after the user has tried to delete or control the use of cookies.

The EU consumer commissioner, Meglena Kuneva, will claim this week that commercial websites frequently breach privacy standards.