OFT calls for better targeted ad transparency

A report by the Office of Fair Trading has shown that online advertisers need to clarify their behavioural advertising for consumers

Online advertisers must give consumers better information when they are using behavioural advertising, according to a report by the Office of Fair Trading.

Behavioural advertising allows companies to determine users' likely interests by placing cookies on their computers to gather information on the types of sites they visit, and then serve ads relating to those interests.

The watchdog's report said that while behavioural advertising has the potential benefit of giving consumers free access to content, it has also caused consumer disquiet around both privacy and the potential misuse of personal data.

For more on this story, see 'Advertisers should give consumers better info on behavioural ads' on silicon.com.