There is nothing "intrinsically unfair" about behavioral advertising when users have the opportunity to opt out, the Information Commissioner's Office (ICO) suggests in its code of practice for gathering and processing personal data. "Organizations must be transparent so that consumers can make online privacy choices and see how their information will be used," said Information Commissioner Christopher Graham. OUT-LAW.COM reports on the ICO's position that the Data Protection Act provides options for processing information. The code of practice recommends Web sites include "a simple means of disabling the targeting of advertising using behavioral data," noting that Web companies also have the right to refuse to provide services to those who opt out.
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