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    IAB Launches Framework for Online Behavioral Advertising

    Apr 19, 2011
    The European Internet Advertising Bureau (IAB) launched a pan-European self-regulatory framework for online behavioral advertising. According to an Internet Advertising Bureau article, the framework builds upon the IAB UK’s Good Practice Principles published in March 2009 and is aimed at enhancing transparency. Consumer control has been signed by the online industry’s leading businesses and is the result of a collaborative effort by the entire online advertising community, including the main trade bodies representing advertisers, agencies and publishers.

    The European Internet Advertising Bureau (IAB) launched a pan-European self-regulatory framework for online behavioral advertising. According to an Internet Advertising Bureau article, the framework builds upon the IAB UK’s Good Practice Principles published in March 2009 and is aimed at enhancing transparency. Consumer control has been signed by the online industry’s leading businesses and is the result of a collaborative effort by the entire online advertising community, including the main trade bodies representing advertisers, agencies and publishers.

    The framework seeks to provide consumers with enhanced transparency and control but without disrupting their online experience. According to the article, it is based on seven key principles:

    1. Notice: transparency about data collection and use practices associated with behavioral advertising, providing consumers with clear, prominent, and contextual notice through multiple mechanisms, including the icon
    2. User choice: greater consumer control over behavioral advertising
    3. Data security: appropriate data security and retention of data collected and used for behavioral advertising purposes
    4. Sensitive segmentation: limitations on the creation of “interest segments” to specifically target children and on the collection of sensitive personal data collected and used for behavioral advertising
    5. Education: for consumers and businesses about behavioral advertising and the self-regulatory Framework
    6. Compliance and enforcement: mechanisms to ensure the effectiveness of the framework, including a trading seal to be granted to compliant businesses once independently audited and which demonstrates to other businesses that the holder adheres to the obligations under the framework
    7. Review: regular review of the framework to ensure it evolves with developing technology and business practices

    The article noted that the framework will provide consumers with greater awareness and control over online behavioral advertising by introducing an “icon” that will appear in the advertisement. When consumers click on the icon, it will provide them with further information about behavioral advertising and explain how to manage information preferences or to stop receiving behavioral advertising through a new pan-European website, www.youronlinechoices.eu. The UK is already using the icon.

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