Marketing & advertising

ICC issues new how-to guide for self-regulation of online behavioural advertising

  • 3 December 2012
Commercial Agency

ICC has produced a tool to help companies and trade associations self-regulate online behavioural advertising (OBA) using global principles published in the Consolidated ICC Code of Advertising and Marketing Communications Practice in 2011.

The ICC Resource Guide for Online Behavioral Advertising (OBA), developed by the ICC Commission on Marketing and Advertising, outlines practical ways in which the ICC global principles can be effectively implemented through self-regulation. It gives an overview of the OBA provisions set out in the Digital Chapter of the ICC Code and provides useful insight, in the form of a checklist, from the experience of organizations implementing comparable rules through OBA self-regulatory programmes.

The guide assists industry and policymakers, in markets where OBA self-regulation has not yet been established, to identify the key steps and considerations required to successfully apply the principles in a manner that is consistent across markets. The checklist maps out a step-by-step process covering all the bases for consideration including feasibility research, stakeholder outreach, programme development to implement agreed-upon principles, as well as accountability measures. Useful links and additional resources are provided for existing self-regulatory and accountability programmes.

“This Resource Guide, used in conjunction with the OBA Framework, provides a basis for a globally consistent approach that offers a means for countries to benefit from consensus-building across industry. It facilitates compliance through consistency, establishing a fair playing field through harmonization of self-regulation around the world,” said Brent Sanders, Chair of the ICC Commission on Marketing and Advertising.

About OBA and the ICC Framework

Online Behavioural Advertising (OBA) refers to the practice of collecting information about a user’s online activity over time, on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user’s interests and preferences. ICC’s OBA Framework, addresses the need to protect consumer interests in an environment with growing concerns related to consumer privacy in the process of data collection. The Framework on OBA provides a basis for a globally consistent approach that, if implemented effectively, can ease these concerns and protect consumer trust.

ICC has been a major rule-setter for international advertising since the 1930s, when the first ICC Code on advertising practice was issued. Since then, it has extended the ICC self-regulatory framework on many occasions to assist companies in marketing their products responsibly.

Download the ICC Resource Guide for Self-Regulation of Online Behavioural Advertising.

Read more about the OBA principles in the ICC Code of Advertising and Marketing Communications Practice.

For more information visit the ICC Commission on Marketing and Advertising.