Online behavioural advertising: the new rules
From 4 February 2013, organisations using targeting advertising online — known as ‘online behavioural advertising’ (OBA) — will be required to tell web users about their use of OBA and allow them to opt-out of having their data collected and used for OBA. Here, we consider how OBA is currently used, what the new rules will require and their impact on the advertising industry and consumers.
The Committee of Advertising Practice (CAP) defines OBA as a developed form of targeted advertising carried out by ‘third parties’. The term ‘third parties’ refers to organisations which do not own or operate the website on which advertising is carried out, but which work in conjunction with the website operator to collect data on users’ web viewing behaviour. These third parties collect data from a particular user’s computer, analyse it, and use it to deliver customised advertising to that user.
OBA enables the third party to identify a user’s particular interest or preference from the data collected and to then place a cookie on that user’s computer to determine what advertising the user will receive…
If you are registered and logged in to the site, click on the link below to read the rest of the Shoosmiths briefing. If not, please register or sign in with your details below.
Sign in or Register to continue reading this article
It's quick, easy and free!
It takes just 5 minutes to register. Answer a few simple questions and once completed you’ll have instant access.Register now
Why register to The Lawyer
In-depth, expert analysis into the stories behind the headlines from our leading team of journalists.
Identify the major players and business opportunities within a particular region through our series of free, special reports.
Receive your pick of The Lawyer's daily and weekly email newsletters, tailored by practice area, region and job function.
More relevant to you
To continue providing the best analysis, insight and news across the legal market we are collecting some information about who you are, what you do and where you work to improve The Lawyer and make it more relevant to you.
News from Shoosmiths
News from The Lawyer
Briefings from Shoosmiths
The law provides that if you would like to move a child from their main country of residence, the consent of the other person with parental rights should be obtained first.
There are now a range of options for resolving a dispute between a consumer and a trader.
Analysis from The Lawyer
Compliance and corporate governance codes for large financial institutions will undoubtedly include provisions to regulate high pay in the future
There’s more to the ABS model than attracting the man in the street and procuring external investment. Partners at the big corporate firms, take note…