Sunday 17 April 2011
ASA to regulate behavioural advertising
Following legislation to be introduced by the European Union on 25 May requiring behavioural advertisers to gain consent from consumers to collect information, behavioural advertising in the UK will be opt-out. This means that the default is to able to gather users' browsing data. Advertisements will display an icon to allow consumers to refuse companies access to that data. See article from New Media Age here.
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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