The Office of Fair Trading (OFT?) is to carry out a study of the internet advertising market, it has been announced. It is aiming to assess the affect potentially misleading adverts have on consumers and the body has asked businesses and other organisations for their input regarding the scope of the investigation, something that may interest internet marketing consultants.

The study is set to focus on the way internet advertising - which included pay-per-click marketing - uses personal information such as online activity to specifically target certain demographics, as well as ascertain which methods are likely to be detrimental to customers. It is expected to begin in the autumn and those wishing to express their views should contact the OFT by September 18th.

Senior director of the body's consumer market group said that there is a need to "keep up-to-date" on how consumers view web adverts.

"Before starting our study, we want to understand from consumer groups, businesses and other organisations which areas they think we should focus on," she added. The OFT also said that one outcome of the study could be encouraging firms to take voluntary action in order to make improvements to their internet advertising practices.