[WG-InfoSharing] Fwd: ISPI Clips 141.101: EU - Adopt US behavioural advertising icon, and quick
mark at smartspecies.com
Fri Feb 19 10:40:32 EST 2010
FYI - a good example of a a research campaign and global effort to
provide a standard of use adoption.
Begin forwarded message:
> From: "ama-gi ISPI" <ispi4privacy at earthlink.net>
> Date: 5 February 2010 01:09:03 GMT
> To: "Institute for the Study of Privacy Issues" <ISPI at PrivacyNews.com>
> Subject: ISPI Clips 141.101: EU - Adopt US behavioural advertising
> icon, and quick
> Reply-To: "ama-gi ISPI" <ISPI at PrivacyNews.com>
> ISPI Clips: News on Identity, Surveillance and Privacy Issues
> Institute for the Study of Privacy Issues (ISPI)
> Thursday February 4, 2010
> ISPI Clips 141.101: EU - Adopt US behavioural advertising icon, and
> This From: Out-Law News, February 4, 2010
> Europe should adopt US behavioural advertising icon, and quick
> OUT-LAW News
> OPINION: When US trade bodies announced a badge scheme for behavioural
> advertising this week it looked like a good way to help web users
> navigate a
> difficult new area and a good way to relax the regulators.
> While UK and EU bodies say they are looking at introducing it here,
> should hurry if they want to avoid more stringent Brussels-imposed
> regulation. The scheme looks simple and effective. Advertisers and
> owners should jump on it, fast.
> The launch of the US scheme was accompanied by new research on
> attitudes to online behavioural advertising (27-page PDF
> http://futureofprivacy.org/final_report.pdf ).
> More than 2,600 US adults were told that information about their
> visits to
> websites may be used by advertisers to decide which online
> they see. Almost half of respondents (46%) expressed discomfort with
> (Curiously, this was far fewer than in the last study on the
> subject, which
> suggested that 84% of US adults object to behavioural advertising
> when asked
> slightly different questions). 27-page PDF
> When told that websites would explain how their information would be
> and give them a choice not to receive customised ads, the number of
> respondents expressing discomfort fell to 30%, according to the new
> There is nothing inherently sneaky or bad about behavioural
> except, perhaps, that users haven't been told about it until now. That
> secrecy is corrosive. Addressing the use of behavioural advertising
> in a
> until now. Few people read these policies, but does anyone at all
> read the
> information? That's why I've argued before that behavioural ads
> should be
> labelled. http://www.out-law.com/page-10614
> The new study concluded that the right solution was an icon and a
> phrase placed next to the ad, like so:
> When the icon and phrase are clicked, consumers get information
> about the ad
> and the opportunity to opt out of behavioural advertising in future.
> It's a
> pragmatic, fair and usable way to make behavioural advertising
> One of the US trade bodies behind the move is the Interactive
> Bureau, which represents site owners and advertising agencies. Its
> UK head
> of regulatory affairs Nick Stringer and European IAB vice president
> Zorbas have told us that they will be working with their members to
> the scheme to the UK and Europe. <| Powered by www.ISPIClips.com |>
> It is vital for the future of behavioural advertising that they work
> quickly. If they don't, regulators will intervene and may over-
> react. That
> would be harmful to the publishing and advertising industries and
> potentially harmful to consumers because a regime that upsets the
> advertising ecosystem could force more sites to charge for their
> Not all invasions of privacy are equal yet there is reason to fear a
> disproportionate response from Brussels, following recent meddling
> cookie laws. http://www.out-law.com/page-10510
> Compared to controversies like the UK's retention of DNA profiles
> or, this
> week, the introduction of full-body scanners at Heathrow Airport, the
> potential harm caused by behavioural advertising is mild.
> A recent incident illustrates this.
> A woman had used the Marks and Spencer (M&S) website to look for
> She was shocked to see weeks later that ads for Champagne were
> appearing on
> a website for pre-teen girls being used by her five-year-old daughter.
> The ad was published through a retargeting system, shown to that
> because it had previously been used to look for those products.
> The woman contacted Alcohol Concern, which alerted M&S. The company
> quickly to remove all alcohol ads from its retargeting campaign.
> This is an example of an unwanted consequence of using behavioural
> to decide which ads should be sent to which computers. But it is
> also an
> example of a company acting quickly, transparently and responsibly
> to solve
> a problem that did appear.
> Advertising a product for adults on sites aimed at children is not an
> inevitable consequence of behavioural advertising. This incident was
> a mistake and the harm caused by such isolated incidents will be
> The greatest potential harm that I can see in behavioural
> advertising is in
> discriminatory pricing. But that could breach existing laws, which
> is the
> subject of an investigation by the Office of Fair Trading, so it may
> be that
> new rules are not necessary. http://www.out-law.com/default.aspx?page=10453
> Companies should learn from M&S and realise that problems dealt with
> in a
> mature and open manner rarely escalate. They should adopt that same
> responsible attitude pre-emptively to their behavioural ads and urge
> the IAB
> in the UK and Europe to move quickly on a labelling system.
> By Struan Robertson, editor of OUT-LAW.COM. The views expressed are
> and do not necessarily represent those of Pinsent Masons. You can
> Struan at Twitter.com/struan99.
> See also:
> UK could get icons on behavioural ads,
> OUT-LAW News, 03/02/2010 http://www.out-law.com/page-10727
> Big brother ads don't need to be banned, they just need to be
> OUT-LAW News, 17/12/2009 http://www.out-law.com/page-10614
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