New rules have been introduced setting higher standards of transparency and choice for consumers around Online Behavioural Advertising (OBA). These rules are derived from the European Online Advertising Industry Framework for self-regulation and are administered by the Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP). The rules specifically target third party cookies because a publishers’ own cookies are already addressed by existing law.
The Key Rules
The following activities are exempt from the new rules: