United Kingdom - OFT publishes views on online targeted advertising and pricing

The Office of Fair Trading published a market study setting out its current views on behavioural advertising and targeted pricing practices.

The report finds that, although industry self-regulation addresses some concerns about behavioural advertising, more could be done to provide consumers with better information about how personal information is collected and used. It also sets out how regulation might apply to these new and emerging practices.

Online behavioural advertising uses information about a user's web browsing behaviour to target adverts based on likely interests. Usually, this information is collected through 'cookie' files which are placed on a user's computer after a first visit to a website.

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