Q&As

What is interest-based advertising and online behavioural advertising?

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Produced in partnership with Jude King of Facebook
Published on LexisPSL on 22/11/2017

The following TMT Q&A produced in partnership with Jude King of Facebook provides comprehensive and up to date legal information covering:

  • What is interest-based advertising and online behavioural advertising?
  • Legal framework
  • The e-Privacy Directive and the PECRs

What is interest-based advertising and online behavioural advertising?

Interest-based advertising, or behavioural advertising (now known as personalised advertising) enables advertisers to reach users based on their interests and demographics. For example, a user may visit golf sites often and thus be categorised in a 'golf enthusiasts' segment. They will then be shown adverts related to golf. This provides a better experience for users who are more likely to click on an advert that is relevant to them leading to a more efficient monetisation of an advertiser's website. See Practice Note: Online behavioural advertising for further information.

Legal framework

The display of behaviourally targeted adverts will fall within the general scope of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code). For more details on the CAP Code and the regulation of non-broadcast advertising generally, see Practice Note: Advertising law and regulation and News Analysis: The new OBA rules—keeping up with technological advancement. See also ASA guidance.

In addition to the general applicability of the CAP Code, the use of cookies (and similar technologies) for behavioural advertising also

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