Trade bodies ready consumer campaign on behavioural advertising

IAB: relaunches Your Online Choices
IAB: relaunches Your Online Choices

European advertising industry bodies are preparing to launch a pan-European consumer advertising campaign to boost education and awareness about online behavioural advertising.

The campaign launches later this year. It will give consumers information about the cookie consent icon, which has begun to appear across websites in Europe as part of the industry's response to the European Union's ePrivacy directive.

The Internet Advertising Bureau (IAB), Direct Marketing Association (DMA) and European Association of Communications Agencies (EACA) are among the trade bodies behind the campaign.

It is likely the campaign will be created by an advertising agency, but it has not been announced whether the campaign will be above the line or digital.

Speaking to Marketing Nick Stringer, head of regulatory affairs at the IAB, said the "broad thrust" of the campaign would deal with the types of online ads being served, what the icon means and how to opt-out of online behavioural advertising.

He said: "We want the icon to be as recognisable for consumers as the recycling icon."

Ahead of the launch, the IAB has revamped the UK version of its Your Online Choices website. From today it provides improved information about the types of companies involved in online behavioural advertising.

It includes a video that explains how behavioural advertising works and how ads are delivered to websites, as well as an updated frequently asked questions section.

The icon is a cross-industry initiative, first announced in April last year, to promote openness and transparency around behavioural advertising. It was also brought in to stave off tighter regulation which could have led to the need for prior consent, as part of the revised European Union ePrivacy Directive.

According to the IAB, 95% of businesses serving behavioural ads are participating the EU self regulatory scheme. They began rolling out from 1 May and the deadline for the initiative to come into force is October.

Stringer said UK businesses "are leading the way" in their introduction of the icon, due to being more of a gateway to a global market than other European countries.

US businesses with European outposts have had a head start introducing the icon, having already introduced it in the US.

Earlier this year the IAB and ValueClick published research which showed that half of UK internet users are happy to see online advertising because it supports online services and content at little to no cost, with only one in 10 are willing to pay for ad-free content.

Follow Sarah Shearman on Twitter @Shearmans

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message