Online industry sets behavioural advertising guidelines

Mar 28, 2011 at 11:30 pm by Staff


Newspaper publishers Fairfax Media and News Limited are signatories to new voluntary guidelines aimed at showing internet users how to opt out of online behavioural advertising.

The process typically involves using ‘cookies’ to track user habits, so that advertising can be matched to the interests reflected.

Online publishers, internet and advertising industry groups have formed the Australian Digital Advertising Alliance as a self-regulatory body in a move to allay public concerns and ward off the threat of government intervention. A new website at

www.youronlinechoices.com. provides information and lists principles aimed at raising consumer awareness and encouraging good practice and accountability. A link to appear above OBA ads identifying them and providing an opportunity to turn off the targetting technology is being considered.

Guidelines cover informing consumers about data is being collected (and how), what it is used for and how to opt out. User data must be kept securely, and publishers must meet privacy legislation if they want to link anonymous browser information with an actual person. The use of OBA to target children under 13 is prohibited.

ADAA spokesman Paul Fisher says the guidelines address the single biggest concern that consumers have – that OBA contains personal information.

"Signatories will not combine OBA anonymised data and personal information without complying with the Privacy Act.," he says.

According to ‘The Australian’, the government’s response has been lukewarm. It quotes a spokeswoman for communications minister Stephen Conroy that the government would assess the guidelines against those of other countries.

"The government believes the industry has a role to play in educating the public about new and emerging forms of online advertising and to provide guidelines to the advertising industry," she said.

Other companies signed to the guidelines include Google, Network Ten Digital, Sensis Digital Media, Microsoft, Yahoo7, Ninemsn, and advertising network Adconion.

Sections: Digital technology

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