Concerns over data leakage are being addressed with a new set of draft guidelines for publishers.

The initiative by WAN-Ifra aims to ensure that users of news sites are protected from unauthorised collection of data.

Data leakage – the unwanted transfer of data from publishers to third parties, often by the use of cookies associated with advertisements – is a growing issue for online publishers. Advertisers and agencies can place these data collectors along with advertisements, which often can collect information even if the user does not click on the advertisement.

The WAN-Ifra initiative includes a draft set of guidelines which can be downloaded at http://www.wan-ifra.org/node/78995

Plans are for an updated version to be released at the World Publishing Expo, being held in Berlin in October.



“It is important to be transparent about how data is collected and used,” says Stig Nordqvist, the organisation’s executive director for emerging digital platforms and business development. “If we don’t control data leakage, we can’t assure that private information is used only in ways that users and advertisers have agreed to.”



The problem occurs when an advertisement places a cookie on a user’s computer via an advertisement on a website without informing the publisher that user data will be collected. The new initiative aims to safeguard the trust of users and advertisers by informing them about how data is collected and used.

It also aims to safeguard publishers’ control of their advertising and prevent unauthorized parties from collecting user information.

• Download the Draft terms & conditions to prevent data leakage