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ARTICLE · 26 NOVEMBER 2012

New Online Behavioural Advertising Rules

RWK Goodman
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The Committees of Advertising Practice (CAP) has announced that new rules providing transparency and choice for consumers around Online Behavioural Advertising (OBA) will be included in the UK Code of Non-broadcast Advertising from 4 February 2013.

United KingdomMedia, Telecoms, IT, Entertainment
John North
John North
Sonia Mohammed
Sonia Mohammed

The Committees of Advertising Practice (CAP) has announced that new rules providing transparency and choice for consumers around Online Behavioural Advertising (OBA) will be included in the UK Code of Non-broadcast Advertising from 4 February 2013.

OBA is a practice of targeted advertising where adverts are customised to users' likely interests based on their website browsing history. The new rules mean that consumers are notified and given the chance to opt out of the collection of their data and the targeting of adverts based on it.

Third party providers of OBA services must comply with the new rules, rather than the owners of websites from where the data is collected. The Advertising Standards Authority will have power to take action where there are any alleged breaches. The rules form part of a European Best Practice Recommendation and similar rules will be incorporated across Europe. CAP will review the rules after 12 months.

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