Retailer All Saints, has launched an an mechanism it is calling AdPad to give retargeted users more control over what products and ads they see.

The clothing brand, which uses retargeting platform Struq to serve personalised ads to lure back users who have left its site without making a purchase, made such retargeting a priority in its digital marketing strategy earlier this year after generating £21 for every £1 spent on the initiative.

The aim with AdPad, is to give consumers control over removing products or brands they don’t want to see, as well as letting them opt out of receiving targeted ads altogether.

Retargeting has been affected in recent months by the revised EU ePrivacy Directive which was introduced in mainland Europe in early June, won’t be enforced in the UK until 2012 at the earliest.

The government gave UK businesses an additional year to develop and implement ways to obtain consent of users when using cookies to store information about them, and retarget them with advertising.

Sam Barnett, CEO of Struq, who designed AdPad, said “We built AdPad in the spirit of transparency and control. It changes the all-in/all-out approach of online ads. Users can opt in or opt out.”

Nigel Gwilliams, digital consultant to the IPA said that in light of the Government’s decision to give UK digital businesses an additional 12 months to develop ways to obtain user consent, Struq’s initiative was a positive one.

He commented: “It’s about improving opportunities for informed consent. What has been made clear by the ICO is that if companies are found to have done nothing over the next 12 months, it will go against them. Being proactive should be commended. Targeting of this nature is the kind of cookie use that requires increased prominence and user information, so Struq is sensible in initiating this.”

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit