Overview

The use of targeted or behavioural advertising, in particular through the use of cookies, is increasingly widespread, and provides recognised benefits to both advertisers and consumers.

However, its use has consistently raised privacy concerns and a recent EU Opinion advises that advertisers should take steps to provide an effective ‘opt-in’ mechanism, so that online shoppers and users are aware that any information that they may provide or relating to their online activities may be collected and used.

This briefing by Ashurst considers the legal requirements for advertisers to inform and educate users.

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