The plan is to inform consumers about ads displayed on websites based on their previous web browsing behavior – known as ‘behavioural’ or ‘interest based
advertising’. The move marks the re-launch of the UK version of the consumer website - Your Online Choices - following the roll-out of
the website to 28 European countries and 22 different European languages. The re-launch of the website is a prelude to a cross-industry pan-European consumer advertising campaign later this year
to help people understand online advertising.
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