EDAA launches pan-European consumer awareness campaign on OBA


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The European Interactive Digital Advertising Alliance (EDAA) on 13 June launched the first phase of its pan-European consumer awareness campaign – with the aim of providing information about online behavioural advertising (OBA) or interest based advertising, and to empower internet users across Europe.

The campaign is designed to drive awareness of the Ad Choices icon and the central OBA control tool on www.youronlinechoices.eu, which are at the heart of the pan-European self-regulatory programme launched by leading media and marketing trade bodies, including WFA. The programme is based on a pioneering new way of providing transparency and control over targeted online ads, and is actively is supported by the European Commission.

The EDAA press release is here. The campaign is launching in the UK as a first step of a wider European roll-out (with Germany and Ireland to follow towards end June, and all other markets from September 2013).

If you would like to view and/or use the ad visuals on your website please find the two creative executions in use for this phase at: http://www.mediacomcreate.co.uk/clients/oba/zip/.

The YourOnlineChoices website has also been revamped to ensure greater transparency in the messaging, including a specific ad landing page and an improved opt-out mechanism.

More info on what marketers need to do to comply with the programme are here

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