15 April 2011 | Author: N. Hamilton Media copywriter
Blighty's online behavioural ads will soon feature an opt-out icon that will allow users to decline interest-based material from brands and advertisers as IAB Europe rolls out a self-regulatory initiative recently trialled in the States.
According to Brand Republic, a coalition of ad industry giants led by the IAB will now give European web users the option to switch off targeted advertising in a bid to better appease privacy watchdogs and legislators on both sides of the pond, who are eyeing stricter privacy controls.
The move will see users clicking on an in-ad opt-out icon directed to a website where they can decline all targeted advertising or select the brands they'd like to see more from.
With the EU's e-privacy directive to be altered so European businesses will have to gain consumer consent before collecting, storing or using user data from 25 May 2011, the move to self-regulate couldn't be better timed.
And while marketers continue to be wary that the introduction of anti-tracking browser features will erode their ability to profile and target consumers, industry officials say the move to self-regulate and to offer opt-out schemes should bolster, not harm, advertising's profitability.
Guy Phillipson, chief executive of IAB UK and chair of IAB Europe, said the opt-out icon should help to foster trust among web consumers which brands will benefit from.
"New online advertising techniques require the trust of consumers. The introduction of an icon across Europe will inform consumers about behavioural advertising and provide them with the tools to manage their preferences," Phillipson said.
"The new system will be backed up by a combination of a new compliance and enforcement mechanism as well as the tried and tested approach for advertising self-regulation."
And the stateside roll out of the scheme should also give advertisers little reason to be turned-off, as less than 1 per cent of US web users opted-out over the last year, while ad spends themselves boomed to a record $26 billion.
Tune in... Turn off? Opt-out icon to feature on Blighty's behavioural ads
Blighty's online behavioural ads will soon feature an opt-out icon that will allow users to decline interest-based material from brands and advertisers as IAB Europe rolls out a self-regulatory initiative recently trialled in the States. According to Brand Republic, a coalition of ad industry giants led by the IAB will now give European web users the option to switch off targeted advertising in a bid to better appease privacy watchdogs and legislators on both sides of the pond, who are eyeing stricter privacy controls.
The move will see users clicking on an in-ad opt-out icon directed to a website where they can decline all targeted advertising or select the brands they'd like to see more from.
With the EU's e-privacy directive to be altered so European businesses will have to gain consumer consent before collecting, storing or using user data from 25 May 2011, the move to self-regulate couldn't be better timed.
And while marketers continue to be wary that the introduction of anti-tracking browser features will erode their ability to profile and target consumers, industry officials say the move to self-regulate and to offer opt-out schemes should bolster, not harm, advertising's profitability.
Guy Phillipson, chief executive of IAB UK and chair of IAB Europe, said the opt-out icon should help to foster trust among web consumers which brands will benefit from.
"New online advertising techniques require the trust of consumers. The introduction of an icon across Europe will inform consumers about behavioural advertising and provide them with the tools to manage their preferences," Phillipson said.
"The new system will be backed up by a combination of a new compliance and enforcement mechanism as well as the tried and tested approach for advertising self-regulation."
And the stateside roll out of the scheme should also give advertisers little reason to be turned-off, as less than 1 per cent of US web users opted-out over the last year, while ad spends themselves boomed to a record $26 billion.
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