Behavioural advertising leaders sign up to Good Practice Principles

Seven of the UK’s biggest digital players have gained an independent certificate of compliance with the IAB’s Good Practice Principles in online behavioural advertising.

AOL Advertising, AudienceScience Inc, Crimson Tangerine Ltd, Google, Microsoft Advertising, Specific Media UK, and Yahoo! SARL have completed a process of independent verification by ABCe.

The Principles, first released in March 2009, set out commitments to transparency, user choice and education about online behavioural advertising, and are backed by the Information Commissioner’s Office, OFCOM and the UK government.

Nick Stringer, director of regulatory affairs at the Internet Advertising Bureau, said: “Online privacy is about transparency: providing consumers with the information they require to make an informed choice.

“One year on from the launch of the Good Practice Principles for online behavioural advertising, the signatory businesses are taking an important step in delivering this, independently verified by auditors ABCe.”

Matt Brittin, managing director of Google UK, said: “When we launched Interest Based Advertising a year ago we enabled every user to access their own Ads Preferences Manager, giving them the ability to modify their interests or opt out all together.

“Google is committed to user transparency and choice and is delighted to receive our independent accreditation from ABCe for compliance with the IAB Good Practice Principles. This is an important industry-wide initiative which will help to increase user knowledge and understanding of online advertising and the way it serves them.”