Online Targeting

The UK Information Commissioner’s Office (“ICO”) recently announced a new online tracking strategy, which aims to ensure a “fair and transparent online world where people are given meaningful control over how they are tracked online.”

Online advertising is one of the ICO’s current areas of strategic focus (others areas of focus include AI and children’s privacy). The ICO has identified four key areas of concern—all of which the ICO states mean that individuals do not have sufficient control over their personal data:

  • “deceptive or absent choice” regarding non-essential cookies and tracking technologies;
  • “uninformed choice,” which refers to organizations not providing appropriate information to individuals;
  • “undermined choice,” where individuals’ choices are not respected and they are surprised about how their data is used; and
  •  “irrevocable choice,” meaning that individuals cannot effectively change their minds after they have made a choice over how their personal data is processed.

Having identified these areas of concern, the ICO states that it will take the following actions in 2025:Continue Reading ICO announces its online tracking strategy for 2025

On February 4, 2020, the United Kingdom’s Centre for Data Ethics and Innovation (“DEI”) published its final report on “online targeting” (the “Report”), examining practices used to monitor a person’s online behaviour and subsequently customize their experience. In October 2018, the UK government appointed the DEI, an expert committee that advises the UK government on how to maximize the benefits of new technologies, to explore how data is used in shaping peoples’ online experiences. The Report sets out its findings and recommendations.
Continue Reading Centre for Data Ethics and Innovation publishes final report on “online targeting”