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LEGISLATION NEWS: IAB sets up new guidelines for online behavioural advertising

The Internet Advertising Bureau (IAB) has launched a pan-European self-regulatory Framework to regulate online behavioural advertising.

The Framework is designed to outline good practice, as well as provide Internet users with enhanced transparency and control over online behavioural advertising, without disrupting their online experience.

A dedicated icon – placed in or around display advertisements – will present customers with further information about behavioural advertising in the relevant European languages. It will also enable them to manage information preferences or to stop receiving behavioural advertising via a new pan-European website. The icon is already being piloted in the UK.

The European Framework – which builds upon the IAB UK’s Good Practice Principles published in March 2009 - comes as the result of a collaborative effort by the online advertising ecosystem, including the main trade bodies representing advertisers, agencies and publishers.

The Framework will be complemented by the European Advertising Standards Alliance’s (EASA) Best Practice Recommendation, also published today. This paper aims to ensure the advertising industry adheres to rules that guarantee the objective of enhanced transparency and costumer control.

Both the IAB’s Online Behavioural Advertising Framework and EASA’s Best Practice Recommendation are available online.