Online advertising is never going to be as big as they think in the UK
It's okay for these consultants to predict that online advertising is set to soar but in the UK, any advertising directed at an individual is subject to the Data Protection Act 1998. And in Oct 2008, the Information Commissioner's Office were of the opinion that online advertising - advertising that takes place in an individual's logged in area of a website, is direct marketing. This was confirmed in 2009. So in the UK, we can simply opt-out to any marketing that appears in our online account areas. As such, the revenue from UK online advertising is never going to be the big money earner that some predict.
Biting the hand that feeds IT
