The ICO has published its opinion on the standards online platforms and services providers must adhere to when developing advertising technology. The Data Protection and Privacy Expectations for Online Advertising Proposals recommend that Ad Tech providers demonstrate the application of data protection by design and by default, and calls for organisations to address the data protection risks with existing approaches to online advertising, as outlined by the ICO in their 2019 report. Speaking about the opinion, Elizabeth Denham said: “What we found during our ongoing AdTech work is that companies are collecting and sharing a person’s information with hundreds, if not thousands of companies, about what that person is doing and looking at online in order to show targeted ads or content. Most of the time, individuals are not aware that this is happening or have not given their explicit consent. This must change. That is why we want to influence current and future commercial proposals on methods for online advertising early on, so that the changes made are not just window dressing, but actually give people meaningful control over their personal data.” The opinion is in line with the work that the ICO has been undertaking alongside the Competition and Markets Authority.