IAB launches principles for online advertisers
07 Mar 2009
The Interactive Advertising Bureau (IAB) has launched a set of Good Practice Principles for online advertisers, for the first time in the United Kingdom.
It was only after working with key online players that IAB drew up the rules.
The principles have the support of the Information Commissioner's Office. The guidance sets out rules for companies that collect and use data as an advertising tool.
Nick Stringer, head of regulatory affairs at the IAB said that the online advertising industry is committed to protecting privacy and the Good Practice Principles will be setting new standards in privacy and illustrating the proactive nature of the IAB and its members. These are significant developments in offering people greater transparency and choice regarding behavioural advertising.
Included in the guidance is the suggestion that companies give consumers fair notice when they collect or use behaviour-based information, explain precisely how it can be used, and allow them to opt out. Companies that sign up to the charter have six months to become compliant, the IAB said.
The guidance has the support of some big industry players, including AOL, Google, Microsoft and the controversial BT-backed Phorm.
"Phorm is delighted to be one of the founding signatories of the IAB's Good Practice Principles for behavioural targeting," said Kent Ertugrul, founder and chief executive of Phorm.
"We believe these principles represent a world first: industry leading the way in consumer education, empowerment and choice in online advertising. Phorm believes these principles set the basis for notice and consent for behavioural targeting going forward."The rules come into force in September.
