Data is the key force that - through enabling the effective targeting of advertisements to those consumers most likely to be interested in a product or service - drives growth and innovation in the advertising industry and wider commercial world.
With the emergence of new technologies in advertising, the role of data and its impact on privacy is becoming increasingly important. The AA have been, and continue to be, heavily engaged with industry and government regarding data protection policy.
Data Protection
The European Commission is currently considering how to address the new challenges ahead of a review of the Data Protection Directive. This will be a priority policy area for the AA in 2011 and 2012, with changes to the definition of personal data and consent - amongst other reforms - raising serious issues for the industry.
Cookies
The AA has been heavily involved with the industry work surrounding the requirments in the ePrivacy Directive surrounding the use of internet cookies, which came into force on 25 May 2011.
We have been closely engaged with the Government and welcome the flexible, practical approach that has been adopted.
Online Behavioural Advertising
The use of cookies in Online Behavioural Advertising (OBA) is of central importance to the industry. Ed Vaizey MP, the responsible Minister, has welcomed the industry-led approach to regulating OBA.
The AA has been involved in the cross-industry development of a pan-European framework for OBA. At a UK level, the AA has established a working group, bringing the industry together to contribute to the UK implementation of the self-regulatory principles on OBA.
Read the press release on the new standards...
In the news:
April 2011: Which? examines the new advertising code