Overview

In its latest attempt at self-regulation, the online advertising industry in the US has developed a new symbol which it proposes to add to online advertisements to provide access to information that will improve consumers’ awareness and enhance their privacy.

The European Union (EU) already imposes quite detailed regulations on advertisers using behavioural advertising, but it is anticipated that this development in the US will increase consumer awareness and serve to highlight non-compliance on this side of the Atlantic.

We examine the reasons why the symbol has been developed, what’s wrong with it and what it actually means in practice.

We also take a look at the European stance and outline what you should do.

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