Online behavioural advertising: new ASA rules in force

On 4 February, a new set of online behavioural advertising (OBA) rules came into effect, aiming to secure transparency and control for web users. The new rules will be enforced by the ASA and supplement existing opt-in and transparency rules for cookies under the Privacy and Electronic Communications (EC Directive) (Amendment) Regulations 2011 currently enforced by the ICO.

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