New rules for online behavioural advertising header image

New rules from the Advertising Standards Agency (ASA) have been introduced to control 'online behavioural advertising' (OBA).

OBA takes information from a person's internet browser and uses it to display adverts for products and services that are more likely to be relevant to that person.

The new rules require companies that use OBA to make it clear they do so. This will probably be in the form of an icon in the corner of online adverts.

Businesses must also give consumers the right to opt-out of receiving targeted adverts.

Guy Parker, chief executive of the ASA, said: "The new rules will provide greater awareness of and control over OBA."

He added that the regulations will help to "demystify" how companies deliver targeted adverts and give consumers full control over whether they view them.

Mr Parker also said the ASA will "be there to make sure that the ad networks stick to the rules".