New Behavioral Ad Guidelines

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The Internet Advertising Bureau (IAB) in the UK has proffered some new guidelines for behavioral advertising (PDF).

There are several key takeaways from the formal announcement:

  • Companies mining online information for behavioral advertising must clearly inform consumers that data is being collected for this reason.
  • Users must be provided a clear means to decline behavioral advertising. Where applicable, such models must request user consent.
  • Users must be given clear, understandable information about how their data is being used and how they can decline.

The IAB's behavioral ad guidelines were signed by major firms — including Google, Yahoo, Microsoft, AOL and Phorm. For their part, industry members emphasized that data-gathering for behavioral targeting purposes would always be anonymous.

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