IAB Europe’s new self-regulatory framework for online behavioural ads has been branded a “fudge”, amid claims that it will do little to tackle the real issue; the tide of so-called zombie cookies which embed themselves on computers like viruses.
Industry sources claim the move, backed by a new privacy icon which is already being tested in the UK, is simply designed to keep Brussels mandarins at bay, after they threatened new legislation to combat “deplorable” behavioural ads.
And criticism that the industry is too busy trying to circumvent privacy laws rather than change its practices has resurfaced. One source told DecisionMarketing: “This new icon is just a fudge. It will do nothing to tackle the real issue of privacy. It’s virtually redundant, anyway, as most Web browsers – including Microsoft, Google and Mozilla – are introducing ‘do not track’ features.”
The new framework, which outlines good practice aimed at enhancing transparency and consumer control, has been signed by the online industry’s leading businesses and is the result of a collaborative effort by the entire online advertising sector, including IAB Europe, the World Federation of Advertisers, the European Advertising Standards Alliance, the Direct Marketing Association and the Incorporated Society for British Advertisers (ISBA).
By clicking on the icon, consumers can get further information about behavioural advertising in the relevant European language as well as manage information preferences or stop receiving behavioural advertising via a new pan-European website, www.youronlinechoices.eu.
Guy Phillipson, chief executive of IAB UK and chair of IAB Europe, said: “New online advertising techniques require the trust of consumers. The introduction of an icon across Europe will inform consumers about behavioural advertising and provide them with the tools to manage their preferences. The new system will be backed up by a combination of a new compliance and enforcement mechanism as well as the tried and tested approach for advertising self-regulation.”
Europe’s industry has been leading in the development of behavioural ad technologies: according to a recent McKinsey report the value of the services that consumers receive has been estimated to be €100bn in 2010 for Europe and the US and is expected to grow to €190bn by 2015.
Related stories:
‘Zombie cookies’ face clampdown
EU blasts ‘deplorable’ behavioural ads
