The Office of Fair Trading has called for a clampdown on online retailers who gather data on potential customers’ web activities and use it to target them with advertising and to determine the price charged for goods.
Online behavioural advertising typically uses information collected through “cookies”, files which are placed on a user’s computer after their first visit to the website.
Companies might use data collected on a person’s location, likely income, buying preferences or age to offer them prices that differ to those offered to other customers.
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