EDAA publish first year report on the OBA self-regulatory framework


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The European Interactive Digital Advertising Alliance (EDAA), the body responsible for enacting the principles of the self-regulatory framework for Online Behavioural Advertising (OBA), has this morning published its first year activity report. Please find the report here.

WFA are one of the EDAA's governing bodies and are delighted with the progress which has been made.It demonstrates a clear return on the investment which the advertising industry is making to empower European consumers through providing more choice and control.

The EDAA report provides an overview of the Programme and its rollout to-date, as well as the EDAA's priorities for 2014.

Key highlights of the 2013 report include:
  • Company awareness and uptake of the initiative is increasing: the EU programme now covers the vast majority of the market(s).
  • Visibility of the icon in or around ads and on web pages is growing at an exponential rate: over 120 billion icons delivered in 2013 through EDAA's Approved Icon Providers (Evidon & TRUSTe). Transparency and control for all European consumers is only a click away.
  • The pan-European Consumer Choice Platform at www.youronlinechoices.eu is now live in 30 markets (and 26 different languages), including Croatia, the newest EU Member State. The site now has an optimised mobile version and consumers using the Firefox and Chrome web browsers can use a browser plugin to better preserve their choices.
  • A number of businesses are now demonstrating full compliance via the EDAA's trust seal provided via independent Certification Providers (ABC, BPA Worldwide, ePrivacyconsult and TRUSTe).
  • The pan-European consumer awareness campaign has been rolled-out in the UK, Ireland and Germany to raise consumers' awareness of the icon, and what it means. These markets have benefited from strong industry support (including donated inventory) and substantial consumer engagement. The campaign will continue to expand across other European markets in 2014.
  • National advertising Self-Regulatory Organisations have extended their remits to handle consumer complaints in seven EU markets to-date, with more to follow in 2014. Any consumer complaints will be handled in a consistent way, recognising the pan-European context of the initiative.

Due to the success of the programme, the Commission' Directorate General for Communications Networks, Content and Technology (DG CONNECT), Robert Madelin has contributed to the report by speaking of his appreciation of the industry's efforts and achievements to-date. He said “it is always a pleasure, and a source of confidence, to see fast and dedicated follow-up to a high-profile business initiative in a crucial sector. I look forward to continuing cooperation between all interested parties.”

WFA will be distributing a concise OBA toolkit to our members, ahead of the next EAG meeting on the 18th of February, to show what advertisers can do to ensure their compliance with the the European principles and to support the growth and continuing success of this self-regulatory initiative.

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