As the Government puts a renewed focus on practical ‘everyday fixes’ that can make a tangible difference to consumers, the Professional Publishers Association (PPA) is calling for reform of online advertising rules to be part of that conversation – creating a more proportionate system that protects privacy while supporting the advertising that funds trusted, high-quality publishing.
The PPA argues that the Government can use powers under the Data (Use and Access) Act to remove unnecessary consent requirements for low-risk uses of data and enable more relevant advertising without unrestricted tracking of consumers.
Eilidh Wilson, head of policy and public affairs at the Professional Publishers Association, said: “Advertising underpins a sustainable publishing industry. It's what funds the trusted, high-quality content millions of people choose to read. But the current rules are missing a genuine opportunity to enable advertising that both protects privacy and moves beyond cookies altogether.
“Consumers themselves recognise the value of relevance with over half saying they would rather see online advertising that reflects their interests. The Government now has an opportunity to create a more proportionate system, one that removes unnecessary consent requirements where the privacy risk is negligible, while putting clear safeguards around how data can be used.
“This is not about enabling unrestricted tracking. It is about allowing publishers to use pseudonymised data in tightly controlled circumstances to make advertising more relevant within their own sites and apps, without that data being used to build wider profiles of consumers.
“We are urging the Government to use the powers in the Data (Use and Access) Act to deliver a framework that is pro-consumer, pro-privacy and pro-growth, supporting a sustainable publishing sector while giving readers access to the quality content they value.”
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