New CAP Rules – Regulating Online Behavioural Advertising

The Committee of Advertising Practice (CAP) has introduced new rules to its UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) that will have effect from 4 February 2013. These rules will regulate how organisations collect and use web user's data for the purposes of Online Behavioural Advertising (OBA). The new rules will have an impact on how brands use OBA to target their potential consumers.