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).
Guy Parker: chief executive of the ASA
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
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...