Online Behavioral Advertising

The Australian Guideline for Online Behavioural Advertising is Australia’s first self-regulatory guideline for third party online behavioural advertising (OBA).

The Guideline has been developed by a group of leading business and industry associations in the online advertising sector, called the Australian Digital Advertising Alliance (ADAA).  The founding members of the ADAA are: The Australian Association of National Advertisers (AANA), the
Australian Direct Marketing Association (ADMA), the Australian Interactive Media Industry Association (AIMIA), The Communications Council (TCC), the Australian Interactive Advertising Bureau (IAB), The Media Federation of Australia (MFA), The Internet Industry Association (IIA), Google, Microsoft, NineMSN, Sensis Digital Media, Digital Ten and Yahoo!7.

The companies that are signatories to the Guideline are: Adconian, Fairfax Digital, Google, Microsoft,
News Digital Media, NineMSN,, Sensis Digital Media, Digital Ten and Yahoo!7.

The Guideline sets out seven self-regulatory principles designed to promote transparency, consumer awareness and consumer choice in relation to the type of advertising they receive and to encourage good practice and accountability in businesses that deploy OBA.

The seven self-regulatory principles are:

I. Personal Information and Third Party OBA
- Third Parties who want to combine OBA Data with Personal Information must treat
the OBA Data as if it is Personal Information and in accordance with the Privacy Act

II. Providing Clear Information to Users
- Requirement to provide a clear notice to consumers about which data is collected,
how it is collected and what it is used for.

III. User choice over OBA
- Consumers to be able to make a choice as to whether or not they consent to the
collection of data for OBA and given clear user-friendly options to manage their Ad

IV. Keeping Data Secure
- Companies must ensure data is stored securely and is only kept as long as it fulfills a
legitimate business need or as required by law.

V. Careful Handling of Sensitive Segmentation
- OBA categories uniquely designed to target children under 13 will not be created
- Companies seeking to use OBA in relation to Sensitive Market Segments must obtain
explicit consent

VI. Educating Users
- Companies to provide easily accessible, user-friendly information about OBA.
- A consumer education website providing consumer friendly non technical
information on OBA has been developed by industry.

VII. Being Accountable
- All businesses are accountable to uphold the principles in the guideline, develop
easily accessible mechanisms for consumers to lodge complaints directly to
companies and commit to an ongoing review of the Guideline and its

Below is the full guideline.

The Australian Best Practice Guideline for Online Behavioural Advertising - 1.22 MB