A new set of guidelines relating to behaviourally targeted ads on the web has been announced by the Internet Advertising Bureau (IAB).
The organisation worked with a number of companies to draw up the Good Practice Principles, including AOL, Google, Yahoo!, Microsoft Advertising, NebuAd and Phorm - which is set to deploy its targeted ad system in conjunction with BT in the near future.
These guidelines have received the backing of the Information Commissioner's Office and lay out best practices for notifying consumers of the use of their data for behaviourally targeted ads, as well as gaining consent from users for this process.
It also looks at how advertisers can provide clear information to consumers on how exactly they use their data and how web users can decline targeted ads.
Head of regulatory affairs at the IAB Nick Stringer called the new guidelines "a UK first", adding that they are "significant developments in offering people greater transparency and choice regarding behavioural advertising".
Phorm's ad system will be deployed as BT Webwise when it launches. The service will offer extra protection against phishing as well as more relevant ads for web users, according to BT.
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