Six advertising industry bodies have come together to form a coalition that will develop voluntary guidelines for online behavioural advertising (OBA) and a campaign to educate consumers on the practice, reports The Sydney Morning Herald. Scott McClellan of the Australian Association of National Advertisers--one of the organisations in the coalition-- said there are misunderstandings about OBA's impact on privacy. "OBA does not involve the collection of personal information...There is this perception that it does, and we're trying to develop a set of guidelines that will address the concerns that the community has." The group aims to have its guidelines finalised early next year.
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