IAB UK Launches Behavioural Advertising Initiative

13.Jun.13. IAB UK

Initiative aims to drive consumer awareness, provide information and enable consumer choice.

UK first in Europe to roll out campaign. 

Some of UK’s largest news brands, media owners and advertising tech businesses donating inventory.

Today (13th June, 2013) sees the launch of an awareness campaign from the Internet Advertising Bureau UK (IAB) aimed at boosting awareness, education and enabling consumer choice regarding online ‘interest-based’ or ‘behavioural’ advertising.

Designed by Mediacom Beyond Advertising, the “unzipped” campaign features a zip with statements such as “How do websites know which adverts suit your interests?” and “Find out what goes on behind the ads you see online.” The zip opens to reveal the blue triangular ‘AdChoices’ icon which has been appearing on behavioural ads in the UK and EU markets for over a year.

When the ad is clicked, it links to a landing page explaining the role of online advertising and how privacy can be safeguarded. The landing page also features a short video helping people to understand ‘interest-based’ advertising.

The icon is part of a pan-European self-regulatory initiative – supported by the European Commission and the UK government – to give consumers more transparency and control over targeted online ads. The icon links to information about how data is collected and used to serve these types of ads and ways consumers can control this, including via the Your Online Choices website.

Read the full article here.

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