ICC Resource Guide for Online Behavioral
Advertising (OBA), developed by the ICC Commission on Marketing and
Advertising, outlines practical ways in which the ICC global principles can be
effectively implemented through self-regulation. It gives an overview of the
OBA provisions set out in the Digital Chapter of the ICC Code and provides
useful insight, in the form of a checklist, from the experience of
organizations implementing comparable rules through OBA self-regulatory
guide assists industry and policymakers, in markets where OBA self-regulation
has not yet been established, to identify the key steps and considerations
required to successfully apply the principles in a manner that is consistent
across markets. The checklist maps out a step-by-step process covering all the
bases for consideration including feasibility research, stakeholder outreach,
programme development to implement agreed-upon principles, as well as
accountability measures. Useful links and additional resources are provided for
existing self-regulatory and accountability programmes.
“This Resource Guide, used in conjunction with the OBA
Framework, provides a basis for a globally consistent approach that offers a
means for countries to benefit from consensus-building across industry. It facilitates
compliance through consistency, establishing a fair playing field through
harmonization of self-regulation around the world,” said Brent Sanders, Chair
of the ICC Commission on Marketing and Advertising.
About OBA and the ICC
Behavioural Advertising (OBA) refers to the
practice of collecting information about a user’s online activity over time, on
a particular device and across different, unrelated websites, in order to
deliver advertisements tailored to that user’s interests and preferences. ICC’s OBA
Framework, addresses the need to protect consumer interests in an environment
with growing concerns related to consumer privacy in the process of data
collection. The Framework on OBA provides a basis for a globally consistent
approach that, if implemented effectively, can ease these concerns and protect consumer
ICC has been a
major rule-setter for international advertising since the 1930s, when the first
ICC Code on advertising practice was issued. Since then, it has extended the
ICC self-regulatory framework on many occasions to assist companies in
marketing their products responsibly.
Download the ICC Resource Guide
for Self-Regulation of Online Behavioural Advertising.
more about the OBA principles in the ICC Code of Advertising and Marketing Communications
more information visit the ICC Commission on Marketing and Advertising.