Europe’s online advertising industry agrees online behavioural advertising guidelines.
Behavioural advertising framework to provide enhanced transparency and control for consumers.
Launch of pan-European website for consumers: www.youronlinechoices.eu
The Internet Advertising Bureau (IAB) Europe today launched a pan-European self-regulatory Framework for online behavioural advertising . The Framework, which outlines good practice aimed at enhancing transparency and consumer control, has been signed by the online industry’s leading businesses and is the result of a collaborative effort by the entire online advertising ecosystem, including the main trade bodies representing advertisers, agencies and publishers. The Framework builds upon the IAB UK’s Good Practice Principles published in March 2009.
The Framework will provide consumers with greater awareness and control over online behavioural advertising by introducing an ‘icon’ that will appear in or around the display advertisement. With one click the icon will provide consumers with further information about behavioural advertising in the relevant European language as well as a way to manage information preferences or to stop receiving behavioural advertising via a new pan-European website, www.youronlinechoices.eu. The icon is already being piloted in the UK.
The Framework seeks to provide consumers with enhanced transparency and control but without disrupting their online experience. It is based upon seven key principles:
1. Notice – transparency about data collection and use practices associated with behavioural advertising, providing consumers with clear, prominent and contextual notice through multiple mechanisms, including the icon.
2. User choice – greater consumer control over behavioural advertising.
3. Data security – appropriate data security and retention of data collected and used for behavioural advertising purposes.
4. Sensitive segmentation – limitations on the creation of ‘interest segments’ to specifically target children and on the collection of sensitive personal data collected and used for behavioural advertising.
5. Education – for consumers and businesses about behavioural advertising and the self-regulatory Framework.
6. Compliance and enforcement – mechanisms to ensure the effectiveness of the Framework, including a trading seal to be granted to compliant businesses once independently audited and which demonstrates to other businesses that the holder adheres to the obligations under the Framework.
7. Review – regular review of the Framework to ensure it evolves with developing technology and business practices.
A copy of the Online Behavioural Advertising Framework - plus FAQs - is available at http://www.iabeurope.eu/media/51094/iab europe self regulation for online behavioural advertising 140411 f.pdf
As the obligations are only binding to signatory companies, the Framework will be complemented by the European Advertising Standards Alliance’s (EASA) Best Practice Recommendation, also published today at www.easa-alliance.org. These recommendations complement the Framework by ensuring that the advertising industry adheres to rules that together guarantee the objective of enhanced transparency and consumer control.
The UK Government supports the cross-industry self-regulatory approach. In a speech to the CBI on 29 March, UK Communications Minister, Ed Vaizey, expressed support for the initiative calling the icon an “example of where industry-led solutions can provide an answer.”
And the UK Government has expressed further support for this initiative in its response to the consultation on the Communication Framework Directive (a package of legislative measures from Brussels, including the revised ePrivacy Directive).
For further info, see: http://www.dcms.gov.uk/publications/8048.aspx
Guy Phillipson, chief executive of IAB UK and chair of IAB Europe said: “New online advertising techniques require the trust of consumers. The introduction of an icon across Europe will inform consumers about behavioural advertising and provide them with the tools to manage their preferences. The new system will be backed up by a combination of a new compliance and enforcement mechanism as well as the tried and tested approach for advertising self-regulation.”
Nick Stringer, Director of Regulatory Affairs at IAB UK and Vice-Chair of the IAB Europe Policy Committee, added: “The new website - www.youronlinechoices.eu - will provide a one-stop-shop for consumers across Europe to find out more information about behavioural advertising. We are adding new languages as we move ahead to cover all EU countries.”
Europe’s industry has been leading in the development of behavioural advertising technologies: according to a recent McKinsey report the value of the services that consumers receive has been estimated to be €100bn in 2010 for Europe and the US and is expected to grow to €190bn by 2015 .
Notes to Editors
Online Behavioural Advertising is the collection of online information to facilitate the delivery of display advertising based upon the potential preferences or interests of web users or to advertise a product consumers have shown an interest in previously. For example: a consumer searching online for a new car and therefore visiting vehicle websites may – in a later online session – be shown car advertisements.
The following businesses have committed to the Framework:
24/7 Real Media
Adconion Media Group
Guardian News & Media
Orange / Unanimis
The Irish Times
Telegraph Media Group
United Internet Media
McKinsey study: “Consumers driving the digital uptake” September 2010
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