Since messages of marketing communication is delivered by digital devices as well, it is very important to put it on record, that the rules of advertising ethics apply to advertisements published through all kinds of media, including the digital as well.
Both the ICC Code and the ’Digital Marketing Communications Best Practice’ published by EASA in 2008 were milestones of re-defining the scope of self-regulation.
The 2009 amendment of the Hungarian Code of Advertising Ethics takes into consideration the changes in the fields of marketing communication and technology as well; therefore the digital marketing communication also falls within the remit of it.
The Online Behavioural Advertising (OBA) is a new field in digital communication, which enables the special targeting of online advertisements. The industry must prepare an accountable response to the concerns about data protection. Within the framework of self-regulation, a comprehensive and concerted solution was created for handling the issue in April 2011, co-ordinated by the IAB and the EASA.
In the course of discussions, the industry agreed on the use of a label (icon), which leads to a European website providing complete information and comprehension for the consumers, so that they can decide which advertisements they are willing to accept.
