Brussels, 15/04/2011 (Agence Europe) - The European Advertising Standards Alliance (EASA) has published a best practice recommendation on online behavioural advertising (OBA) to ensure ethical, consumer-friendly rules are followed. The recommendation is directed at the industry as a whole, in an attempt at self-regulation recommended by Commissioner Neelie Kroes for online behavioural advertising in Europe. The best practice recommendation will provide European consumers with clear information and innovative ways to manage their choices concerning OBA, and also give them the means, when needed, to defend themselves, EASA Deputy Director Angela Mills explains. The recommendation has pan-industry support from ad networks, advertisers, agencies, media (including the digital interactive media) and EASA self-regulatory organisations. With the adoption of the best practice recommendation, national advertising self-regulatory organisations are now committed to applying self-regulatory standards to online behavioural advertising, and to introducing these principles in their codes of conduct, the European Alliance is pleased to point out. In practical terms, an icon will warn consumers using the internet that the pages being consulted comply with the rules set out in the code of conduct. This provides consumers will full transparency, allowing them to click, or not, on the content proposed, and informing them of what this choice implies. The EASA has promised the European Commission that this code of conduct will be applied by no fewer than 70% of all member organisations, during this year. (I.L./transl.jl)