IAB's Guide To Good Behaviour

We're pleased to see that the Internet Advertising Bureau (IAB), the trade body for online advertisers, has finally launched its Good Practice Principles for behavioural advertising.

Drawn up in collaboration with companies like Google, Phorm and NebuAd, the IAB's best practice guide is, remarkably, the first set of self-regulatory guidelines to set good practice for companies that use users' online browsing behaviour to target ads that are relevant to individual users' interests.

An accompanying website, http://www.youronlinechoices.co.uk/, will help consumers to understand what online behavioural advertising does and (crucially) doesn't do.

The core of the Principles is formed by three commitments: Notice, where companies that collect online data must inform users that data is being collected; Choice, which says that companies must provide an opt-out; and Education, whereby they must let consumers know exactly how the information is being used and how they can opt out.

And not before time, think we. The debate surrounding online behavioural advertising has for too long been dominated by single-issue campaigners relying on hearsay, misrepresentation and misinformation to argue that behavioural targeting infringes individuals' online privacy.

That's not to say that some developments (not least BT's secret and most-probably illegal trials of Phorm's Webwise technology without users' knowledge or consent) haven't done real damage to the industry in the eyes of the general public.

That's why we welcome the IAB's Good Practice Principles which, as well as advising on best practice approaches to online behavioural targeting, provide consumers with the information they need to make an informed decision about whether they want to take part in any new service.

The Information Commissioner's Office (ICO) have voiced their support, saying that 'a joined-up approach to promoting transparency, choice and education makes good sense.'

Getting the thumbs up from the ICO, who know their stuff, is one thing; changing the public's perception of online behavioural targeting is quite another, especially given the bad press that it's garnered over the last couple of years. Whether or not it succeeds in its aim of educating the public about behavioural targeting, the code of conduct is certainly a step in the right direction for the industry.

Taken along with another piece of recent news, we could be seeing something of a fightback from the targeted ad industry. Last week, Phorm unleashed its lawyers on Which?, which had published a press release highlighting opposition to their service. Nothing very surprising there, except that following the legal intervention, Which? immediately pulled the offending release from its website (though not before the story had been covered in several publications). It seems that some of the information in the release was inaccurate enough to be defamatory; Which? is now "working with Phorm" to correct the release.

If consumer champions and all-round experts Which? can't get its facts right, what hope for your average Internet user? That's one reason, at least, to welcome the IAB's new code of practice.