Tag Archives: Regulatory

Enhancing transparency in social media

The internet is a great enabler of choice, helping us to make decisions about our everyday lives. Oceans of information – to inform, educate and share – are available at our fingertips, wherever, however and whenever. Many of us lap up new fast-moving technology and enjoy the opportunities it brings. However, for some it is bewildering and confusing.

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Enhanced Transparency and Consumer Control in Online Behavioural Advertising


New advertising techniques – such as online behavioural advertising – require the trust and confidence of consumers, industry, regulators and policy-makers to be successful. Our digital economy depends on it. In March 2009, IAB UK launched its Good Practice Principles aimed at providing notice, choice and education for consumers. The Principles were complemented by a website where consumers could find out more about behavoural advertising, how privacy is protected and – if they wanted to – to turn it off. This week sees the launch of a pan-European initiative – building on the Good Practice Principles – aimed at enhancing transparency and consumer control for this technique. Read more on Enhanced Transparency and Consumer Control in Online Behavioural Advertising…

Keeping safe and social

 

This
week the IAB hosted an event on ‘How to be safe and social’ to explore
how brands and consumers are protected when engaging in social media. This
follows research from the IAB and ISBA that found that only 55% of UK
brands currently have a social media policy with many also cautious about
the perceived lack of control they face when using social and embarking upon
real-time conversations with consumers. Read more on Keeping safe and social…

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Five things to look out for in digital media public policy in 2011


  

2011 will see our ever-growing appetite for all things digital continue to change and evolve the marketing landscape. As technology keeps pace to meet consumer demand, so the spotlight continues to shine brightly on regulatory and public policy issues, notably privacy. On one front 2011 will be a year of ‘delivery’. But – as ever with this sector – the New Year will introduce further challenges to digital advertising business models. Read more on Five things to look out for in digital media public policy in 2011…

Good for the consumer, good for business: why it is right to extend digital media self-regulation

Earlier this week the Advertising Standards Authority (ASA) announced its intention to extend its self-regulatory digital media remit from 1 March 2011. This will cover business’ own marketing communications on their own websites as well as in other non paid-for space under an advertiser’s control, such as social networking sites. All paid-for digital advertising, such as PPC search, display and (commercial) classified, is already covered by robust rules to protect consumers and promote trust within the sector.

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Five facts about online behavioural or interest-based advertising

Here are five facts about online behavioural or interest based advertising:

FACT 1:

Advertising helps fund a wide range of the content, services and applications online (often overlooked or not understood by policy makers and / or regulators). For example: search engines, helping us to navigate and explore a world of information online (and all at the click of a button), are advertising funded. Customised advertising (for example behavioural or interest based display advertising) seeks to make this more relevant to our interests, helping us to find what we are looking for.

FACT 2:

People prefer this – particularly if it gives them the content and services they want at little or no cost. IAB research found that over half the online UK population would prefer to see more relevant online advertising and an even higher proportion would prefer this if it allows them to enjoy this for little or no cost.

FACT 3:

The advertiser (or its contracted partner) does not know who you are or where you live. Interest based advertising is non-identifiable. If information collected is used with data that can identify you (eg registration data) the user is informed as required by strict data protection law. Good practice requires the provider to make the user aware of any data collection and use for this purpose and also make available ways for users to control this.

FACT 4:

There is no commercially live business in the UK practising behavioural or interest based advertising via (what is known as) deep packet inspection techniques. The Office of Fair Trading (OFT) recently concluded that “in the case of behavioural advertising based on deep packet inspection techniques…the Information Commissioner’s Office (ICO) considers that active opt-in is required to indicate consent”.

FACT 5:

You can also tailor privacy (and other) preferences via the web browser used to access the internet. Here are some helpful user tips.

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"It is proportionate to focus on improving and supporting self-regulation"

So concluded the Office of Fair Trading’s market study into online targeted advertising and prices, published on 25 May. The 87 page report set out the OFT’s views on targeted advertising, including behavioural advertising, after a six month consultation with business, industry bodies (such as the IAB), consumer groups and other regulators, such as data protection authority, the Information Commissioner’s Office, and communications regulator Ofcom. The IAB welcomed the market study and there was a fair amount of balanced national media coverage such as in the Independent and the Guardian.

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Why digital advertisers should welcome the extended self-regulatory rules

At the end of last year I wrote about the top priorities for digital media regulation in 2010. One of which was the industry’s extension of the remit of the Advertising Standards Authority (ASA) into new areas of digital media space.

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Why a tax on online advertising makes no sense

There has been a fair amount of recent media coverage and comment about a report – “Creativity and Internet” – commissioned by the French Culture Minister which includes a proposal to levy the online advertising revenues of the likes of Google, Yahoo!, Microsoft and AOL. The aim of the levy is to raise money for the French creative industry.  Whilst it’s not clear as to whether the French Government will seriously consider this proposal (although President Sarkozy has welcomed the report), Google has already publicly opposed the idea stating that it could “slow down innovation” and that it is “disproportionate.”

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What’s in store for digital media regulation in 2010?

As the UK’s largest marketing platform in terms of advertising spend, 2010 will require an ongoing demonstration that as the internet continues to grow, it does so in a responsible way.   

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