Last Call for Views on Online Behavioral Advertising: UK's Data Protection Watchdog Warns of Impending Enforcement Action

In light of the increasing use of targeted online advertising and concerns about consumer privacy, the Information Commissioner's Office (ICO) is seeking views on a potential new model for ethical and transparent data processing. This new model, called "Data Protection by Design," aims to incorporate data protection principles into the design and operation of systems and procedures, rather than just relying on reactive measures.

The ICO highlights several key considerations for organisations when deciding if this model is appropriate for them and their users. These include assessing the risks and benefits of a Data Protection by Design approach, understanding the impact on consumers' privacy rights, conducting regular reviews and audits, and ensuring transparency and accountability in data processing.

The call for views is open to publishers, advertisers, intermediaries, civil society groups, academia, and other stakeholders interested in contributing to this discussion. The ICO emphasizes that organizations who fail to comply with the law can expect to face consequences, and they will be prioritizing enforcement action in cases where organizations have not made changes in response to previous guidance.

This call for views is the final opportunity for organizations to provide input and influence the development of the Data Protection by Design model. The next announcement from the ICO will focus on enforcement action, highlighting the importance of taking this issue seriously.