Self-regulation for Online Behavioral Advertising (OBA): Analysis of OBA notices

Soontae An, Hannah Kang, Hyun Seung Jin

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


This study assessed how and to what extent self-regulation of online behavioral advertising (OBA) is executed on participating companies’ websites. Based on the principles of OBA, as outlined by the Digital Advertising Alliance and Federal Trade Commission, we analyzed the format of OBA notices, explanation of OBA notices, opt-out options, transparency, and use of unacceptable notices. A series of content analyses was done in the years 2013 and 2015. Our results indicated slight improvements over the years, but the specific details of the implementation continued to fall short of the standards. In terms of accessibility and visibility, many websites demonstrated problematic presentations or lack of the components necessary to increase consumers’ understanding and control over the practice of OBA.

Original languageEnglish
Pages (from-to)270-291
Number of pages22
JournalJournal of Promotion Management
Issue number2
StatePublished - 19 Sep 2018

Bibliographical note

Publisher Copyright:
© 2018 Taylor and Francis. All rights reserved.


  • Ad Choices icon
  • Content analysis
  • Online behavioral advertising
  • Privacy
  • Selfregulation


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