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BizReport : Advertising archives : August 25, 2009

UK to investigate online advertising, targeting

Online advertising, ad agencies and targeting companies are in the spotlight in the UK. The UK Office of Fair Trading has plans for a study which will look into online advertising and targeting to determine if some practices are detrimental to consumers.

by Kristina Knight

The study will follow how consumer law is applied to advertising and pricing, with an emphasis on online methods. The group also has plans to look into targeting data, specifically behavioral targeting data and how that information is procured; they want to know if consumers information is in danger from these methods.

And, they want consumer and advertiser input for the study.

Heather Clayton, Senior Director of the OFT's Consumer Market Group said, "The way that businesses advertise and price goods and services constantly evolves, and we need to keep up to date on how consumers view these adverts, and the types of advertising and prices which may mislead. Before starting our study, we want to understand from consumer groups, businesses and other organisations which areas they think we should focus on."

Comments can be emailed or snail-mailed ">using the contact information here. Comments need to be received by September 18 and the study will commence soon after.

Tags: online advertising, study request, targeted advertising

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