UK Internet Users Unaware of Behavioural Targeting

In the UK, almost three quarters (72%) of Internet users are unaware of the online advertising industry's use of behavioural targeting, a new survey suggests.

However, nearly three quarters (74%) of the 1,000 Internet users polled said they were happy with behavioural advertising when they were given details about what information is collected and how it can be controlled.

According to the study - commissioned by the Internet Advertising Bureau (IAB) and business law firm Olswang, and conducted by Basis - consumers need more information and education about online privacy and online behavioral advertising (OBA).

For instance, when it comes to consumers' control of behavioural advertising, a surprising 81% of Internet users do not know they have the ability to opt out.

'As online becomes more about the Internet user and ads become more targeted, it's never been so important to consider and respect consumers in order to keep digital marketing popular, and effective,' stated IAB Head of Regulatory Affairs, Nick Stringer. 'That's why investment in attitudes and levels of understanding is key to the development of the online behavioural advertising industry.'

In March, the IAB published a set of self-regulatory industry Good Practice Principles to govern the practice, and it recently launched an educational website for consumers: www.youronlinechoices.co.uk .

The bureau is online at www.iabuk.net .