EU is “getting ahead of itself” with legal action on behavioural ads, say UK advertisers
15 Apr 2009
ISBA says advertising self-regulation can address concerns
Britain’s advertisers are today calling on the European Commission to cancel its legal challenge over the UK government’s support for behavioural targeting technology.
ISBA, the voice of British advertisers, says concerns about the new technology – which can help refine and personalise the advertising content received by online consumers – “can and should be addressed by the UK’s successful system of advertising self-regulation.”
The technology has already been given the green light by the Information Commissioner’s Office, the UK’s data watchdog.
And earlier this year, as an example of the strength of the self-regulatory system, the Internet Advertising Bureau, in consultation with industry bodies including ISBA, published its Good Practice Principles for behavioural targeting. Ten businesses have initially committed themselves to the principles, including Google, Microsoft, Platform A, Yahoo! and Phorm.The IAB principles were subsequently very publicly supported by Ofcom Chief Executive Ed Richards at last month’s ISBA conference.
David Ellison, ISBA’s Marketing Services Manager, said: “Although we understand there are some concerns over online behavioural targeting, ISBA has confidence in the ability of the UK self-regulatory system and in the IAB’s principles for users of this new technology.
“The IAB principles have the backing of Ofcom and the UK Government and are designed to promote transparency and user choice, as well as to help consumers better understand the benefits of behavioural targeting.
“Importantly, the technology itself has also been cleared by the Information Commissioner’s Office.
“The UK advertising industry has proven over the years that it can very effectively police itself. We see little need for intervention.”
