Marketers must shape online regulation – ISBA president Woods

Publish Date

4 May

Category

Online Advertising

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Speaking recently at the annual Institute of Practitioners in Advertising (IPA) Members’ Lunch in London, Woods said the government was prepared to seek partnership to effect change and the industry should respond positively to this.

Woods also addressed the issue of Online Behavioural Advertising and the challenges posed by the EU’s ePrivacy regulation.

He said: “We need to achieve a balance between valid concerns on privacy – which should interest us as consumers as well as advertisers – and enhancing the consumer experience and fostering e-commerce.”

“It will be a while before we get clarity in this area, but in the meantime advertisers and agencies alike should be aware of the regulations to ensure that they do not unwittingly get into difficulties.”

“The crux of the issue is transparency towards consumers. This means consumers being told what data is held on them, and by whom, and being given the chance to opt-out if they so wish. It’s encouraging that all bodies in our industry are in the same place in terms of what we are trying to achieve and are working together,” he maintained.

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