Online advertising

Abstract

This report provides an introduction to the key aspects of online advertising and highlights some of the main benefits and risks for consumers, drawing on behavioural insights as relevant. It was prepared by Anna Barker of the OECD Secretariat, initially to support discussion at the Roundtable on Online Advertising during the 95th session of the Committee on Consumer Policy (CCP) in April 2018. This paper was approved and declassified by the CCP by written procedure on 28 September 2018 and prepared for publication by the OECD Secretariat. This publication is a contribution to the OECD Going Digital project, which aims to provide policymakers with the tools they need to help their economies and societies prosper in an increasingly digital and data-driven world. For more information, visit www.oecd.org/going-digital.

Children in the digital environment

“…The privacy and data security risks of connected smart toys and apps that are being designed and targeted towards children as well as child-directed video sites create more opportunities for the collection and use of children's data. In many cases, this happens in a manner contrary to measures designed to protect the privacy of children (Norwegian Consumer Council, 2017 [47]; Irwin Reyes et al, 2018 [48]) (McReynolds et al, 2017 [49]). Some authorities in OECD countries have taken enforcement action when such measures have been breached (FTC, 2018 [50]) (Hessel and Rebmann, 2020 [51]).…”

The effects of online disclosure about personalised pricing on consumers

“…The classification of high and low sympathy cases might not be shared by all respondents and should be understood as indicative only. 8 "Regular shopper" is defined here as someone who shops online at least every month. 9 The benchmark of what might constitute a successful disclosure with regards to raising awareness is open to discussion, and it should be noted that it is likely to vary according to context.…”