A code of conduct published by the European Advertising Standards Alliance (EASA) asks advertisers to be more transparent with the data they collect and inform users how to opt-out of behavioural tracking.
Under the new policy, users can find out more about an adverstiement and how to avoid being tracked by the advertising agency behind it by clicking on an icon in an advertisment. A website has also been launched where users can opt-out of being tracked by all advertisers listed or specific ones they do not like. At youronlinechoices.eu.users can find how they are being tracked and lodge complaints.
Last month Yahoo already started offering a similar feature called Ad Choices. Other companies who have agreed to the new policy include Google, Microsoft and AOL. Publishers include The Guardian, the Telegraph, Yell and the Financial Times.
The policies could be made into a law 25 May this year as part of an e-privacy directive of the EU.
National industry bodies such as the UK’s Advertising Standards Authority will be entrusted with the job to enforce the new rules.
EASA vice-chairman Angela Mills Wade said the new policy is intended to provide choices to users in matters concerning behavioural advesrtising.
Wade said,"EASA’s Best Practice Recommendation will provide European consumers with clear information and innovative ways to manage their choices concerning online behavioural advertising, as well as making available the use of the tried and tested national self-regulatory organisations if consumers wish to further complain".
