New research finds public lack knowledge about behavioural advertising

Consumers need more information and education about online privacy and online behavioural advertising (OBA), according to new research from the Internet Advertising Bureau and business law firm Olswang.

It found that 72% of internet users are unaware of OBA, with 81% of internet users unaware of the control they have over OBA, in particular their right to opt-out.

However, 74% of internet users are comfortable with behavioral advertising when given further information about what information is collected and how it can be controlled.

The study of over 1000 internet users, conducted by Basis research agency, found that appeal of behavioral advertising increased from 23% to 75% once consumers were given further information, such as what information is actually collected and used and their right to opt-out.

Marc Dautlich, a technology partner at Olswang said: “The survey results underline the fact that to make OBA a positive experience for consumers, advertisers need be fully acquainted with the legalities involved.

“We’re increasingly advising clients on issues relating to OBA and how to position online advertising. The survey shows consumers are willing to engage, but on their terms.”

Nick Stringer, head of regulatory affairs at the IAB, said: “As online becomes more about the internet user and ads become more targeted, it’s never been so important to consider and respect consumers in order to keep digital marketing popular, and effective. That’s why investment in attitudes and levels of understanding are key to the development of the online behavioural advertising industry.

“This research highlights the need for further education and supports our approach in providing greater reassurance about behavioural advertising.  We know that once internet users are presented with all the facts the appeal of targeting advertising increases, and the IAB and its members are dedicated to making this happen.”