ISBA welcomes regulators support for new consumer ad icon reported in Daily Telegraph
ISBA welcomes progress on OBA choice
European standards body EASA and the UK ad regulator are close to adopting the industry wide proposal for giving consumers the option not to have ads targeted at them on line.
ISBA has welcomed the public support from Guy Parker, Chief Exec of the ASA, reported in today’s Daily Telegraph. The “i” icon will be added on targeted ads. It will give consumers a direct link to a preference site where they can opt out of all targeting of ads or say which category they are happy with. In Guy Parker’s words the icon would give users new powers to chose “personalised advertising”
“Members of the public will become more aware of Online Behavioural Advertising and will be able to exercise their choice not to receive it,” he said. “All the experience shows that when companies take the time and trouble to explain to consumers what they are doing, consumers understand it,” he said. “People end up providing a more accurate profile of themselves.”
The targeting of ads based on consumers viewing habits and online shopping can be welcomed by some who value more relevant ads but are criticized by others and have been themselves targeted by campaign groups and EU legislators.
The icon, first developed by IAB in America has been promoted by IAB UK and by ISBA. Work by IAB Europe and the WFA has led to significant support in the EU Commission and will be able to be part of the solution on online privacy and consumer choice.