Drop the Action, UK Advertisers Tell EC

Britain's advertisers have called on the European Commission to cancel its legal challenge over the UK government's policy on behavioural targeting technology, via trade association the ISBA.

The ISBA says concerns about behavioural targeting 'can and should be addressed by the UK's successful system of advertising self-regulation.' The Information Commissioner's Office, the UK's data watchdog, has already OK'd the technology in principle, with specific reference to EU data protection laws, and cleared leading practitioner Phorm to proceed with launches.

The ISBA points out that earlier this year the IAB (Internet Advertising Bureau) published Good Practice Principles for behavioural targeting to which ten major businesses have initially committed themselves, including Google, Microsoft, Platform A, Yahoo! and Phorm. The Principles were given very public support at last month's ISBA conference by Ofcom Chief Executive Ed Richards.

David Ellison, ISBA's Marketing Services Manager, says his organisation understands concerns but points out: '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... The UK advertising industry has proven over the years that it can very effectively police itself. We see little need for intervention.'

The EC announced that it was suing the UK Government on Tuesday this week, over its failure to force behavioural ad technology firm Phorm to comply with EU data protection and privacy rules.

Web site: www.isba.org.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• Phorm
• All news
• MrWeb info