IAB UK has published a new set of guidelines on behavioural targeting, writes Marketing. The trade body developed its Good Practice Principles in conjunction with 10 companies including Google, Microsoft, AOL, Yahoo! and Phorm. In addition the guidelines have also received the support of Ofcom and the Information Commissioner’s Office.
The Principles define three commitments from web firms:
- Notice: users must be clearly told that data is being collected and used.
- User choice: users must be given a clear opt-out option to refuse behavioural ads.
- Education: users must be told exactly how their data can be used and how they can opt out.
The IAB has also launched a website (www.youronlinechoices.com) to explain to web users how behavioural advertising works, how it benefits them and how they can refuse this type of advertising.
From Marketing Magazine: http://www.marketingmagazine.co.uk, 05/03/2009
Your Online Choices: http://www.youronlinechoices.com