WFA & partners launch OBA self-regulatory programme


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The European Interactive Digital Advertising Alliance (EDAA) was officially launched in Brussels today. The EDAA is in charge of administering the self-regulatory programme for Online Behavioural Advertising (OBA) across Europe. Under the programme, online ads across Europe will display a distinctive icon that will connect internet users to, where they will be able to get information about OBA and to restrict its use should they so wish. The programme also prohibits the specific targeting of children under 13 with OBA.

WFA has played a leading role in working with industry partners, including the Interactive Advertising Bureau Europe (IAB Europe) and the European Advertising Standards Alliance (EASA), to develop the EDAA programme. Malte Lohan, WFA Director of Public Affairs, serves as Vice Chair of the EDAA.

Robert Madelin, Director General of DG CONNECT in the European Commission, participated in the launch of the EDAA and said “this self-regulatory endeavour is extremely valuable to society”. He also stated in the EDAA press release that he was “impressed with the way in which the advertising industry has succeeded, in a short time, in putting in place a new, effective self-regulatory framework”.

Separately, Neelie Kroes, EU Commissioner for the Digital Agenda, said on Thursday 11 October: “Today I want to say to those involved in Online Behavioural Advertising self-regulation here in Europe: well done for reaching another milestone and launching the legal entity governing your programme this week. The signatories deserve praise and encouragement for going in the right direction. You have worked hard, and have done well.”

The EDAA will carry out a pan-European education campaign for early 2013 aimed at increasing awareness of the icon, informing European citizens about online advertising and its role in funding online content and services, and to help explain how internet users can manage their privacy preferences through the EDAA programme.

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