本帖最後由 kimmi8k 於 2012-2-1 08:16 PM 編輯
1 i6 _. {7 Q" y' D% r& \公仔箱論壇www2.tvboxnow.com; R! b* `) Y9 n+ H
Internet users will be able to avoid tracking devices that allow advertisers to follow their movements online under new guidelines. @7 C3 |( _4 n* X; C" w* s; G
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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. - B. g# I4 ? x3 @! c! J7 }
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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”.
& w. w) w! b; l9 e/ K0 rTVBNOW 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。
% e% A) d9 r5 ]( Ewww2.tvboxnow.comThese 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”.' u/ J( b# `7 k
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Experts 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. 2 k) ]8 a1 b/ {) Y% K2 b
6 x2 e. c$ d" S5 Q. S* rwww2.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.
5 K+ d4 N/ p& S7 E5 ?& \& jTVBNOW 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。公仔箱論壇1 O. I. K# S, S- I% h* F8 N# }! Q
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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1 p( t( w8 t; W. d' vTVBNOW 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。
: F: ~2 ]1 u0 g5 S“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. 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。: ^% L" ^5 Q: |
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3 t+ V1 H2 |4 G" \: I: \4 lSimilar 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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: m- x1 b) V0 x公仔箱論壇“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.” A, n0 Z$ k$ h% \2 v! c; R8 N
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! @& w# Q b& u& ?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. # q9 n( X! X+ V- @4 g: }
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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. * h/ }0 D! J, I* Y$ R
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Mr 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 u! k. N- V) g5 l# i8 TTVBNOW 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。“They say that British people don’t complain. They don’t complain face to face … but they don’t mind complaining remotely,” he said. 公仔箱論壇" X0 z1 i, l' M4 `
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, L) R8 `$ e: G& _, w“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. www2.tvboxnow.com5 J6 j# J( Q6 }# c& g
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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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More than 20,000 campaigns provoked complaints in 2011, compared with about 14,000 the previous year. }5 I- Q* N; A- }1 M L: W- p
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! f9 R& J! K8 ?: _tvb now,tvbnow,bttvbThe 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. |
發表於 2012-2-2 09:11 AM
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