New Online Behavioural Advertising rules

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.

Expect to see notices and opt out mechanisms similar to those in respect of cookies from OBA providers from 4 February 2013.

If you have any queries in relation to this blog please contact John North, Head of Corporate and Commercial on 020 7583 2222 or [email protected] or Sonia Mohammed [email protected].