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New Behavioral Ad Guidelines

Posted on 3.06.2009

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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