New IAB Site Explains Behavioural Ad Options

In the UK, the Internet Advertising Bureau (IAB) has launched a web site to provide consumers with information about online behavioural advertising, including details of how to opt out.

The new www.youronlinechoices.co.uk site includes a 'quick facts' download and five top tips to help users protect their privacy online. It also contains a central page where users can opt out of behavioural advertising delivered by firms that comply with the IAB's Good Practice Principles, which relate to the collection and use of all online data.

In addition, the IAB has linked up with behavioural targeting technology firm AudienceScience to produce a guide to behavioural advertising for advertisers, agencies and publishers.

Published later this month, the guide will provide an overview of how behavioural advertising works, practical advice on how it benefits brands, good practice case studies and new research on consumer attitudes to behavioural advertising.

'We have developed this site to give users greater information and choice about data collection and use for behavioural advertising,' explained Nick Stringer, the IAB's Head of Regulatory Affairs. 'Users can visit the site to find out more, get advice and, if they don't want more relevant advertising, they can opt out from the businesses that are complying with our Good Practice Principles.'

Web site: www.iabuk.net .