Self-Regulation for Online Behavioral Advertising (OBA): Analysis of OBA Notices |
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| Authors: | Soontae An Hannah Kang Hyun Seung Jin |
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| Institution: | 1. Professor, Division of Communication and Media, School of Social Sciences, Ewha Womans University, Seoul, Korea;2. School of Journalism and Mass Communications, University of Kansas, Lawrence, KS, U.S.A;3. Senior Lecturer, School of Advertising, Marketing, and Public Relations, Queensland University of Technology, Brisbane, Queensland, Australia |
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| Abstract: | This study assessed how and to what extent self-regulation of online behavioral advertising (OBA) is executed on participating companies' websites. Based on the principles of OBA, as outlined by the Digital Advertising Alliance and Federal Trade Commission, we analyzed the format of OBA notices, explanation of OBA notices, opt-out options, transparency, and use of unacceptable notices. A series of content analyses was done in the years 2013 and 2015. Our results indicated slight improvements over the years, but the specific details of the implementation continued to fall short of the standards. In terms of accessibility and visibility, many websites demonstrated problematic presentations or lack of the components necessary to increase consumers' understanding and control over the practice of OBA. |
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| Keywords: | content analysis Ad Choices icon online behavioral advertising privacy self-regulation |
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