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Ad Body to Advise on Behavioural Targeting Code
In the UK, the advertiser body ISBA has been approached by The Information Commissioner's Office (ICO) to advise on the terms of a code of best practice, which will cover online information collection and behavioural targeting issues.
The ICO - the UK's data watchdog - met with ISBA earlier this month to discuss the consultation which will start in July.
The new code, to be known as Personal Information Online, will be launched in May 2010. It will cover the practice of collecting information about web users' online behaviours and habits, which enables advertisers to promote their products or services based on previous online search and e-mail practices.
David Ellison, ISBA's Marketing Services Manager, commented: 'Official guidance will be most welcome, especially as it will help advertisers collecting information about people through web sites to comply with the law. Importantly, it will also cover the sometimes challenging area of behavioural targeting.'
The European Commission announced in April that it was taking legal action against the UK Government over its failure to force behavioural ad firm Phorm to comply with EU data protection and privacy rules. The EU has also been considering making marketers using social media such as Twitter to reach their target audiences subject to tighter regulation, according to the Financial Times last week.
Web site: www.isba.org.uk .
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