Behavioural advertising code welcomed

A code of best practice for online behavioural advertising published by the Internet Advertising Bureau (IAB) has received widespread support from the UK's online advertising industry.

Among the major players to sign up are Google and Microsoft and it is hoped the good practice guide will promote trust and understanding of behavioural advertising practices among consumers.

Search engine optimisation also received a boost after research carried out by the IAB found that 85 per cent of consumers would rather have free content on the internet supported by advertising, than pay a premium for advert free websites.

Nick Stringer, head of regulatory affairs for the IAB, said that the group had been considering self-regulatory guidelines for more than a year.

However, he added that the code was still a working document and that it did not preclude other people in the value chain, such as publishers and internet service providers, from developing their own guidelines.

"If [online display advertising] is going to grow and these practices are going to deliver the sort of rewards that we want it to, then we need the trust of consumers. That is why we have developed these good practice principles," Mr Stringer explained.

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