The British Office of Fair Trading (OFT) announced Tuesday that it will back a self-regulatory approach to behavioural advertising practices. But the agency also voiced concerns about privacy issues and said it is working with the Information Commissioner's Office to strengthen regulations "should industry action prove ineffective." A Financial Times report suggests this might be "the first hint that the OFT and the Information Commissioner's Office could bring formal regulation to what has previously been a self-governing sector." AFP outlines the privacy concerns associated with behavioural advertising in this report.
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