The sophisticated targeting of Online Behavioural Advertising (OBA) can help serve relevant ads to interested consumers but those consumers must be aware of, and able to exercise choice over, the collection and use of information for these purposes. This Advertising Guidance outlines the rules relating to the collection and use of web viewing behaviour for the purposes of OBA.  Advertising networks need to be transparent in the ads they serve as well as on their own websites and consumers must be given a relevant mechanism to allow them to opt-out.  This guidance outlines how and when to provide notice about OBA and relevant opt-out mechanisms, as well as the types of targeting and collection which are prohibited or would require explicit consent. 


CAP is in the process of consulting on changes to its rules on the collection and use of data for marketing. These changes are intended to ensure that its rules cover data protection issues most relevant to marketing, and that they are aligned with the standards introduced by the General Data Protection Regulation (EU 2016/679, the GDPR).   From 25 May 2018 until CAP introduces new rules, the ASA will not administer the existing rules in Section 10 and Appendix 3 of the CAP Code.  CAP encourages members of the public and businesses to find more information about their legal rights and obligations at  This guidance will be updated in due course.

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