EU MPs moot laws to curb online marketing tactics

The European Parliament is to consider statutory controls for online marketing, and in particular behavioural targeting – a growing online trend that tracks website behaviour for advertising purposes.

It is understood there are growing concerns that behavioural targeting could breach privacy rights. The calls will be made at a European Parliament hearing next Monday, which will look into privacy issues and how content can be tailored to a user based on their previous online behaviour.

A spokesman for the World Federation of Advertisers says: “The threat of increased regulation on online marketing is looming large and next week could see some MEPs and consumer groups voicing their concerns about online advertising practices.”

There have been growing concerns over the safeguarding of consumer information following the merger of Google and DoubleClick and the “extensive” data collection reach that has resulted.

The European Parliament hearing will be led by the Committee on Civil Liberties and chaired by Dutch MEP Sophia in‘t Veld, and is expected to be attended by Yahoo!, Google and AOL.

The European hearing is also expected to set the tone for a revision of the European Union’s ePrivacy 2002 Directive.

The Directive will set specific limits on how personal data can be stored and used, particularly when it comes to e-mail marketing.

Incorporated Society for British Advertisers’ director of public affairs Ian Twinn says: “Online advertising is expected to come under close scrutiny from regulators if it doesn’t effectively self-regulate itself. But to my mind any statutory approach will be ill-advised, because online marketing should be seen as a global rather than simply a European or a regional issue.”


BA launches “one click” offsetting scheme

Marketing Week

British Airways has unveiled a new green initiative, backed by environment secretary Hilary Benn, designed to reduce the impact of aviation on climate change. The scheme allows customers to offset carbon emissions on flights and protects rainforest in Brazil. The airline is also backing research into the effects of aircraft’s non-carbon emissions. The initiative uses […]

Bellwether sounds cautious note

Marketing Week

Marketing budgets were hit by growing concerns about the economy in the last quarter of 2007, according to the latest Bellwether report. The report, which is published today (January 14), saw the steepest fall in budgets in two years due to weak sales revenues, disappointing profits and the credit squeeze. The report, which is published […]

Scalextric unveils BBC Top Gear and Bond tie-ups

Marketing Week

Toy brand Scalextric has signed a licensing deal with BBC motoring show Top Gear that will see a branded game released in March. It is the first tie-up between Scalextric and the Bafta award-winning programme, fronted by Jeremy Clarkson, but Scalextric says it hopes more will follow. The new edition of the racing game, called […]


    Leave a comment