The ePrivacy Directive that requires user’s to expressly opt-in to receiving cookies when viewing online advertising is due for implementation throughout EU member states by 25 May 2011. In anticipation of this new law, the UK online advertising industry has agreed to a self-regulation framework for behavioural advertising.
Under this framework, a new icon will appear in or around all online behavioural adverts. Upon clicking the icon, consumers will receive further information about behavioural advertising as well as the means to manage their preferences, or even opt out of behavioural advertising via www.youronlinechoices.eu.
- To learn more about these changes, visit the IAB’s site.