Behavioural advertising
The European online advertising industry has drafted a code of self-regulation that is ahead of the new EU Data Protection Regulation, where the online advertisers need to require users’ opt-in consent before installing tracking cookies.
Using cookies, organizations can track online habits and activities of Internet users through their websites, in order to send advertising based on the user’s preferences and tastes (
However, despite being an interesting initiative, it seems that this system does not meet the Commission’s requirements on previous consent (opt-in) before installing tracking cookies.