By
Tom Kelly
Last updated at 2:01 AM on 2nd February 2012
Targeted: Online ads on Facebook, which are generated for specific users by cookies left on their computers indicating their interests
Internet users are to be given the power to stop companies monitoring their browsing and using the information gleaned to bombard them with targeted advertisements.
Sites including Google and Facebook will have to carry a red warning triangle with an ‘i’ on all adverts which have been generated by such monitoring.
Those who click on the icon will be given the chance to opt out of the targeted promotions.
Websites that flout the rules – to be introduced in June – will be named and shamed by advertising watchdogs and could face being brought before the Information Commissioner.
The internet advertising has raised privacy concerns after users have found themselves assailed with advertising based on their personal browsing.
For example, someone who logs on to a site about red wine might suddenly find special deals on cabernet sauvignon popping up on other websites they visit – whether or not they have anything to do with wine.
The targeted advertisements are the result of websites storing files on the computers of individuals visiting them.
These files, called cookies, are effectively online tracking devices, which record what the user looks at.
The profile they create is then exploited to target advertising.
The Interactive Advertising Bureau has set up a website at Youronlinechoices.com where it is possible to turn off advertising from many companies.
Some websites, such as Yahoo!, have begun using the triangle icon on a voluntary basis.
Advertisers point out that stopping cookies will not stop online adverts, it just means that they will no longer be tailored to the user.
An investigation by the Wall Street Journal found that the world’s top 50 websites installed 3,180 tracking files on a test computer.
The newspaper said the information these devices gleaned enabled data-gathering companies to build personal profiles that could include age, gender, race, postcode, income, marital status and health concerns, along with recent purchases and favourite TV programmes and films.
Guy Parker, head of the Advertising Standards Authority, said the new ‘opt-out’ icon had been introduced amid growing concerns about advertising.
He added: ‘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.’
Streamlined experience: Google, which also offers targeted advertising, says its new condensed privacy policy allows for a better experience
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Someone is watching your every click….
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Install Ghostery for Chrome…
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Google ” Advanced system care” its a Free program and it gets rid of the Crud .
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Or do like me! Get rid of the cookies!
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Install AdBlock. I have not seen adverts online for the past 10 years.
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Don’t see an issue with it, I prefer to see adverts that I find relevant and interesting
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Having ‘third party cookies disabled’ in your browser puts paid to most of these troublesome things!
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Chrome users options under the bonnet content settings choose your desired option to how you would like your browser to deal with cookie management,it really is that simple.
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