Digital Industry Trade Bodies Develop Behavioural Ad Targeting Regulations
Discussions are underway over the regulation of behavioural ad targeting. Following a meeting with the EU Commission last week, the digital industry is developing a pan-European self-regulatory strategy which will develop the current IAB Good Practice Principles and make use of the consumer information website Your Online Choices to promote transparency in data collection and how tracking data is used.
The most recent research from market research firm GfK NOP has found a crucial lack of education around behavioural targeting, with consumers seeing it as an abuse of their privacy, yet demanding more relevant advertising and tailored web experiences.
EU data protection regulators argue that at present, the collection of online browsing habits using cookies doesn't meet the requirements of the ePrivacy directive which is due to come into effect next year. They are asking instead for "informed consent", which could alter the default settings of browsers and dramatically change the way user browsing information is collected.
Nick Stringer, IAB Head of Regulatory Affairs, commented, "A pan-European website will be a starting point, giving more consumer control. Your Online Choices will play an important role in letting consumers see where and why they get a cookie. We're trying to get more companies to participate and sign up to the Good Practice Principles."