Behavioural advertising is fair if users can opt out, says UK privacy watchdog

There is nothing “intrinsically unfair” about behavioural advertising but website operators should offer visitors the option of using their services without any activity being recorded, privacy watchdog the Information Commissioner has said.The Information Commissioner’s Office (ICO) has published its first code of practice for the gathering and processing of personal data online. It gives companies guidance on how to treat the information they gather when offering services on the internet.

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