European Data Protection Digest

IAB Publishes New Code of Conduct

September 24, 2010

OUT-LAW.COM reports that the Interactive Advertising Bureau (IAB) has launched a new code of conduct to govern behavioural retargeting, where companies advertise to users who have recently viewed their Web sites but not made a purchase. The code, which members of the IAB must follow, suggests a 48-hour limit on technologies that track users after they've left a Web site and that sites should disclose the fact that they use the technologies. Privacy advocates have raised concerns about tracking technologies because of their ability to retain user data. The ICO said such technologies are not illegal or unfair, but that it's good practice to allow for their disabling.
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