Earlier this month the ASA published its half-year report into compliance with the new Online Behavioural Advertising (OBA) rules. By way of background, the rules apply to advertisers that collect and use web viewing behavioural data in order to deliver online ads that are more likely to be of interest to a consumer. The rules require advertisers to provide a notification to consumers that OBA is being used, as well as an opt-out mechanism on both their own websites and on the OBA ad itself (CAP Code Appendix 3, Rule 31.1.1) in order to provide consumers with increased transparency and control over the collection and use of their web viewing data.
The report’s findings should be heeded by advertisers and, in particular, those which engage in OBA should ensure that both their own websites and ads comply with the OBA rules. Contact a member of the ReACTS team if you are concerned about your compliance with this issue.