Early next year, the UK Advertising Standards Authority (ASA) will start regulating online behavioral advertising, reports Phil Lee, CIPP/E, of Field Fisher Waterhouse. Recent changes to the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing come into effect February 4. The revised code implements recommendations previously made by the European Advertising Standards Alliance. Lee says the revised code will likely bring a “regulatory flurry,” confusion about lawful tracking via cookies and increased enforcement by the ASA—which may prove to be a “more active regulator of targeted advertising than the ICO once the new rules come into effect.”
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