The Internet Advertising Bureau (IAB) has launched guidelines designed to set out good practice for firms who collect and use customer data for online behavioural advertising purposes. The Good Practice Principles are the UK's first set of self-regulatory guidelines for this area of digital marketing, which targets advertising at consumers based on their previous Internet browsing activity. Firms that have signed up to the Principles include AOL, Google and Microsoft Advertising. Mark Howe, country sales director for Google UK, said: "We are supportive of these new self-regulatory principles for online advertising which will enable consumers to increase their understanding of their web surfing options."

For more on this story go to:
http://www.iabuk.net/en/1/iableadsbehaviouraladvertisinggoodpractice030309.mxs

The Good Practice Principles can be found at:
http://www.iabuk.net/en/1/behaviouraladvertisinggoodpractice.html