The global advertising recession will a new low point in the second half of 2009, dropping by 8.5 per cent this year, according to a new report from ZenithOptimedia, reports MediaGuardian.co.uk.

Western Europe and North America will be most affected, suggests the forecast, which can be downloaded in full at this link.

Elsewhere in the industry, Guy Parker, chief of the UK’s Advertising Standards Agency, has predicted a greater number of complaints relating to fewer campaigns in 2009.

In 2008 ASA received 26,433 complaints about 15,556 ads, but 2009 could see more than 30,000, says Parker.

Across the pond Broadcasting & Cable reports that four major US ad associations have joined forces to issue a set of guidelines on behavioral advertising – most significantly a ruling requiring internet service providers and desktop app software, such as web browser tool bars, to ask a user to opt-in before engaging in behavioral ads.