The code of conduct, first published in February, requires that web users are provided with a “robust and credible programme of notice and choice for online behavioural advertising”.

Behaviourally-targeted advertisements might carry a special icon (pictured) with links through to a website where web users can read up about behavioural advertising and opt-out of having their data tracked for targeted marketing purposes.

A similar model has been adopted by the advertising industry in Europe, however ad bodies were warned recently that the approach was insufficient to meet EU rules requiring the “informed consent” of an individual before any tracking can commence.