Australian Guidelines for Online Behavioural Advertising

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The Guideline sets out 7 self-regulatory principles aimed to promote transparency, consumer awareness and choice in relation to the type of advertising received by consumers online.

OBA is online advertising that is based on an internet user’s past browsing history. For example, if a user is known to have recently visited a number of travel websites, an advertiser can then send travel related advertisements to a user when that user visits other non-travel websites.

The concern about OBA is that advertisers will have access to consumers’ private data.

Under the Guideline, online users will be able to opt out of receiving targeted online advertisements, and will instead receive general advertising that is unrelated to their browsing history.

Consumers can learn more about OBA and have the option to turn off OBA from publishers that have signed up to the Guideline by visiting the website www.youronlinechoices.com.au.

Approximately 80% of Australian online publishers have already signed up to the Guideline.

A complaints procedure has also been implemented, with the ADAA providing the final ruling in the event that a consumer’s complaint is not dealt with by the online publisher in a satisfactory manner.

Key Contacts

Melbourne

Dan Pearce, Partner
T: +61 (0)3 9321 9840
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Marilyn Awad, Senior Associate
T: +61 (0)3 9321 9850
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Sydney

Ian Robertson, Partner
T: +61 (0)2 8083 0401
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Sonia Borella, Partner
T: +61 (0)2 8083 0412
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Brisbane

Paul Venus, Partner
T: +61 (0)7 3135 0613
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Disclaimer
The information in this publication is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, we do not guarantee that the information in this newsletter is accurate at the date it is received or that it will continue to be accurate in the future.