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IAB Europe Publishes Ad Block Detection Guidance

Ad Blocking: What you need to know

IAB Europe circulated a Guidance Document about how to make use of ad-block detection protocols without running afoul of potential consent requirements. This follows reports in April where a privacy activist claimed that the detection of ad-blocking without consent is illegal, pursuant to the ePrivacy Directive (2002/58/EC), known also as the “Cookie Directive”. The Directive requires consent for ‘storing of information or access to information already stored’ in users devices. This was meant to apply mainly to cookies, but in an attempt to remain technologically neutral the provision has opened the door to much wider interpretations.

The Guidance explains that there are some steps that can be taken to comply with the consent requirement. These include an update of websites’ privacy policies, and using either a banner or cookie wall to notify and get consent from users. The use of ad-block detection is an essential step in starting a conversation with ad-blockers and explaining the value exchange that ad-blockers are depriving from publishers and to make use of the D.E.A.L. process.

Ad Block Detection Guidance Document