The Internet Advertising Bureau (IAB) has drawn attention to the practice of behavioural online marketing with a new website aimed at educating consumers.

Your Online Choices lists the companies that comply with its Good Practice Principles – which include Google, Yahoo! Network and Microsoft (Atlas Technology) – gives information on what this form of advertising entails and advises people on how to protect their privacy on the internet.

It also offers a guide to making complaints to regulators such as the Information Commissioner’s Office and the Advertising Standards Authority and shows consumers how they can opt out of internet marketing services of this kind.

Commenting after the launch of the site and the publication of the best practice guidance, ABCe managing director Richard Foan commented: "Self regulation, underpinned by the trust delivered through the independent UK industry-owned auditor ABCe, will ensure high standards for this market – something that should be applauded by the industry as a whole."

Last year, the Canadian Press reported that a number of academics would like to see behavioural marketing examined by a watchdog.

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