A group of online advertisers including Microsoft, Fairfax, RealEstate.com.au and Google have created a voluntary code of conduct designed to guide companies in how they engage in third-party online ads.
The new Australian Guideline for Third Party Online Behavioural Advertising contains seven principles for promoting transparency and consumer awareness.
The seven principles include: advertisers must treat data as if it is personal information, provide clear information to users, value user choice over data, keep data secure, handle sensitive segmentation, educate users and be accountable.
Australian Digital Advertising Alliance spokesperson Paul Fisher said in a statement the new guidelines will help advertisers when using ads that collect individual browsing information.
“The best practice Guideline is designed to build confidence and understanding in third party online behavioural advertising and to ensure that in conjunction with existing Australian privacy law, individual choices are safeguarded.”
A new website has also been launched – youronlinechoices.com.au – to promote consumer awareness, according to the ADAA.
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
