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ARTICLE · 27 MAY 2010

New OFT Report Into Online Behavioural Advertising

CMS Cameron McKenna Nabarro Olswang
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The OFT has today published the findings of its study into online behavioural advertising (OBA) and targeted pricing practices.

United KingdomMedia, Telecoms, IT, Entertainment
Susan Barty
Susan Barty
Susie Carr
Susie Carr

The OFT has today published the findings of its study into online behavioural advertising (OBA) and targeted pricing practices.

The report acknowledges the key benefits of OBA (reduced costs for consumers and being more likely to receive ads which interest them) as well as the key concerns (privacy issues, misuse of data, inappropriate/embarrassing ads being shown on shared computers).

The OFT praised the Good Practice Guidelines produced by the IAB (the trade association for online advertising) but found that these could be improved, for example, by working with the industry to provide clear notices alongside behavioural adverts with links to information about opting out.

The report also considers the impact of these practices on the Consumer Protection from Unfair Trading Regulations 2008 and on the privacy Regulations.

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