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 Tuesday, 17th March 2009, 13:30:00

Greater privacy to be created online

Greater privacy to be created online

The new Internet Advertising Bureau (IAB) behavioural code of practice for online advertisers is set to create greater transparency and privacy for consumers.

At least that is the opinion of the IAB's head of regulatory affairs Nick Stringer, who has claimed that the new rules for companies that collect and use anonymous data will support the future of the internet.

"Privacy is at the heart of the future of the internet, it is at the head of the debate. It is so important," he explained.

With the practice of online behavioural advertising (OBA) starting to flourish, these principles have come at an important time, particularly for the likes of ecommerce websites.

As OBA relies on companies storing anonymous information and reusing it to better target consumers via marketing campaigns, people who are opposed to having their details handled in such a way will be given the choice to opt out as part of the new code.

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