Web advertising guidelines launched

04 Mar Web advertising guidelines launched

The Press Association, March 4, 2009

A trade body for online advertising has launched a set of privacy guidelines concerning web adverts aimed at targeting users’ interests.  The Internet Advertising Bureau (IAB UK) has developed a set of self-regulatory good practice principles for “behavioural advertising” on the internet, coming into force from September.  The principles have been drawn up following collaboration with big internet players including AOL, Google, Microsoft, Phorm and Yahoo!.  They are supported by the Information Commissioner’s Office (ICO), the independent privacy regulator, IAB UK said.  An information website – www.youronlinechoices.co.uk – has been created to offer advice on privacy and advertising.  Nick Stringer, head of regulatory affairs at the IAB, said: “The good practice principles set new transparent standards for behavioural advertising.  “They are designed with consumers in mind, providing them with clear commitments on transparency and choice.  “Behavioural advertising has clear benefits to consumers, delivering more relevant advertising and keeping most of the content and services we enjoy online free of charge.  “However, it’s in its infancy and we need to let consumers know they are in control.”