Yahoo has launched its AdChoices transparent advertising scheme in the UK.
The scheme will add an AdChoices icon on banner ads served on login pages to popular Yahoo services, such as Mail and Messenger, Yahoo told the Financial Times on Thursday.
Clicking on the icon will give information about who placed the ad, why it was shown to the specific user and ways they can manage their Yahoo user preferences about receiving targeted advertising.
"The idea of a visual symbol in and around every ad we show is to remind users that their information is being used and to give them a portal, a pathway into what data is being used and the controls they have over them," Justin Weiss, international privacy director at Yahoo, told the Financial Times.
Changes to the EU Privacy and Electronic Communications Directive will mean UK businesses will have to gain user consent to store or access user information, which could affect online advertising providers. The changes are due to come into force on 25 May.