In a previous
post on online behavioural advertising (OBA), we wrote about
the Office of the Privacy Commissioner's "call to
action" to stakeholders in the advertising industry on OBA,
and we discussed the industry's response to that call:
self-regulation.
2012 – Call to Action: the Privacy
Commissioner's Expectations
In its 2012 Policy Position on Online Behavioural
Advertising, the Office of the Privacy Commissioner (OPC)
stated that it "may" be acceptable to rely on implied or
opt-out consent when tracking and targeting individuals for OBA
purposes, "provided that":
- Individuals are made aware of the purposes for the
practice in a manner that is clear and understandable
– the purposes must be made obvious and cannot be buried in a
privacy policy. Organizations should be transparent about their
practices and consider how to effectively inform individuals of
their OBA
practices, by using a variety of communication methods, such as
online banners, layered
