Internet users can opt out of targeted adverts

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Internet users will be able to avoid tracking devices that allow advertisers   to follow their movements online under new guidelines.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。' U9 {0 z: [- f. a2 R' f: o  i

! I1 w) x5 F+ \4 g( z公仔箱論壇A 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. tvb now,tvbnow,bttvb/ U% D1 ?5 ~7 q6 o! i& w( r
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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”.
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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”.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。$ z- P$ B6 H6 i1 `+ O

3 R2 a# |3 @7 q5 y3 OExperts 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. 7 v; r6 x: c* U4 ]0 m' `$ C) }7 P' V

$ Q2 W, e  Q! E; S. _! y+ j4 yos.tvboxnow.comBut 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.
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- P' _# H2 p, ]5 J% b6 V& S公仔箱論壇The 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.
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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”.
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“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.
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Similar measures introduced in America had reassured users about the use of   such “cookies” and as a result advertising profiles were more accurately   reflected.
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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.” os.tvboxnow.com- H: I- E' f* Z! m

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Some 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. 公仔箱論壇! A; i' T& Z  f& \. ^* V' E" J2 B

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The 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.
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) U* y7 ^- |1 `: htvb now,tvbnow,bttvbMr 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.
6 ]( J; ^. l4 j- [7 X; R4 H. q“They say that British people don’t complain. They don’t complain face to face   … but they don’t mind complaining remotely,” he said.
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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.
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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.”
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4 |& A% r1 d& q( w, UMore than 20,000 campaigns provoked complaints in 2011, compared with about   14,000 the previous year.
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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.