標題: Internet users can opt out of targeted adverts [打印本頁] 作者: kimmi8k 時間: 2012-2-2 09:11 AM 標題: Internet users can opt out of targeted adverts
本帖最後由 kimmi8k 於 2012-2-1 08:16 PM 編輯 5 E- g8 V4 B9 L% x# Z+ J
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Internet users will be able to avoid tracking devices that allow advertisers to follow their movements online under new guidelines. / }# z9 O. a% n* Y4 t ! ^0 i. _5 {. KA new on-screen “icon” will enable users to choose what advertising is pitched to them while they surf the internet following a surge in complaints about targeted advertising online. 3 N3 W6 a R. O, X2 qtvb now,tvbnow,bttvb0 q6 N2 |3 ~7 o% V4 P( `6 e0 H. D
Under the plans, which will come into force by the summer, a new symbol will feature the letter “I” inside a triangle on online adverts generated by “cookies”. 公仔箱論壇2 \2 F' q8 ]7 F2 H t% g
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These are used by web companies to create profiles based on a person’s shopping or viewing habits on the internet. The data is then used for “Online Behavioural Advertising”.www.tvboxnow.com0 h& L* Q4 T* x6 R, L: E" A
, E2 P E) u0 a4 B: o) iExperts say internet users find the technique intrusive. It allows companies to direct their display adverts at individuals who, through the websites they have visited, have indicated an interest in certain goods or services. + O4 _/ ^; P: N1 a; r- @: R; WTVBNOW 含有熱門話題，最新最快電視，軟體，遊戲，電影，動漫及日常生活及興趣交流等資訊。 6 o9 N) {0 w) {3 p2 z公仔箱論壇But the warning system, to be introduced by the European Advertising Standards Alliance and the internet Advertising Bureau of Europe, will allow users to “opt out” of such advertising.公仔箱論壇6 H: [/ Q2 W6 u
. y( O4 E% w1 c! T( fThe UK’s Advertising Standards Authority (ASA) is helping develop the icon. Those who click on the icon will be given the chance to opt-out entirely from interest-based adverts or select the advertising categories they would like to view. ' y/ `3 T/ N5 lwww.tvboxnow.com" U# M" D; d }4 W3 ^* M
5 F a& K$ s$ k U* }Users would be able to create profiles that could tailor what advertising they saw online. Guy Parker, the ASA chief executive, said the icon would give users new powers to chose “personalised advertising”. www.tvboxnow.com( c' Q W( K z" z7 q! E) a- I
0 s9 F9 k8 Y! f( DTVBNOW 含有熱門話題，最新最快電視，軟體，遊戲，電影，動漫及日常生活及興趣交流等資訊。 tvb now,tvbnow,bttvb. I3 N, w& d! a+ M* ]4 s; S% d
“Members of the public will become more aware of Online Behavioural Advertising and will be able to exercise their choice not to receive it,” he said. 7 j# \: @ s7 R; Dtvb now,tvbnow,bttvb % B& o( i; O/ N: Hwww.tvboxnow.com + T6 `( [8 I; L' A3 ?' c1 Ltvb now,tvbnow,bttvbSimilar measures introduced in America had reassured users about the use of such “cookies” and as a result advertising profiles were more accurately reflected. 公仔箱論壇1 k9 _/ t# k$ E# E: L+ b
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“All the experience shows that when companies take the time and trouble to explain to consumers what they are doing, consumers understand it,” he said. “People end up providing a more accurate profile of themselves.” TVBNOW 含有熱門話題，最新最快電視，軟體，遊戲，電影，動漫及日常生活及興趣交流等資訊。$ n: j2 \3 Y: A S. {( o' a
' Z- O$ p8 x4 [' H) z | # O2 r- u3 q2 a# ^4 |. _0 L5 I- YSome websites,such as Yahoo, have begun using the triangle icon on a voluntary basis in Britain but from June all advertising networks will be required to display the symbol or face sanctions. + Q: ?( P7 y+ [5 K# N公仔箱論壇 ! ~0 f W" [# E* B . l/ }3 z/ p: m+ NThe advertising watchdog has experienced a 40 per cent rise in complaints over adverts in a year. Britain is now responsible for more complaints over advertising than the rest of Europe put together, according to the ASA. % I) S9 W% E! I$ n! F公仔箱論壇 % L; F1 V7 x1 l / Z. J* h! d- N+ E. R9 vMr Parker, who will give evidence to the Leveson Inquiry into media standards on Tuesday, told the Independent that it was not in the interest of British business for there to be mistrust in advertising. tvb now,tvbnow,bttvb% }& {2 i9 b1 V0 s, [) X) ^# z
“They say that British people don’t complain. They don’t complain face to face … but they don’t mind complaining remotely,” he said. 公仔箱論壇 ^$ Z2 P: ]" D3 b8 _+ L h1 [
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“Now far more than half of all the complaints made to advertising regulatory bodies in all 27 EU member states are made by the UK public to us. It’s 60 to 65 per cent. * V/ f! O% r8 \$ ^. n) D6 C( Xwww.tvboxnow.com) m4 Z% \9 }6 [( L
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“Trust in advertising has been declining for a number of years and this is not good news. [If] people trust individual ads less, then companies’ advertising spend is going to be less effective.” a+ B# y; u5 b
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6 i. q1 ]0 d6 l: J) rwww.tvboxnow.comMore than 20,000 campaigns provoked complaints in 2011, compared with about 14,000 the previous year. ! F- Z; I1 P hwww.tvboxnow.comTVBNOW 含有熱門話題，最新最快電視，軟體，遊戲，電影，動漫及日常生活及興趣交流等資訊。2 C. i7 b' N: Z" t/ O# u
3 w; \0 U+ i% J) D公仔箱論壇The surge in the ASA’s workload in the past year has been due partly to an extension of the watchdog’s remit last March to include claims made on company websites.
