The European Interactive Digital Advertising Alliance (EDAA) has published its 2014 Activity Report. The Report details the work being undertaken across Europe, including by the ASA, to help give consumers greater transparency and control over Online Behavioural Advertising (OBA).

Online Behavioural Advertising is a form of targeted advertising which involves the collection of information from a computer’s web browser in order to deliver online ads that are more likely to be of interest to the user. We took up responsibility for new rules in February 2013 that provide the public with notice of, and control over the OBA ads they’re served.

The rules require third parties that deliver behaviourally targeted ads to make clear they are doing so, and to provide a relevant opt-out mechanism on their own website and on the OBA ads that they serve by, for example, including the Your Online Choices icon on their advertisement.

Read EDDA’s report

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