WFA takes lead role in European self-regulation of online behavioural advertising


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WFA has been appointed vice-chair of the European Interactive Digital Advertising Alliance (EDAA), the new body that is in charge of administering the industry's self-regulatory programme for online behavioural advertising (OBA) across Europe.

This programme creates a revolutionary way to give European internet users transparency and control over OBA. WFA has played a central role in designing and implementing the initiative, and ensuring that it is properly linked up with its counterpart in the US as well as similar initiatives being launched in other parts of the world.

The EDAA brings together all parts of the OBA “value chain” in Europe, including advertisers, technology companies, agencies and media owners. It is scheduled to be officially launched in October 2012, alongside a broad education campaign about OBA and the transparency and control tools created by the European self-regulatory programme.

At a “roundtable” chaired by the European Commission on 14 June, the EDAA presented latest progress on rolling out the self-regulatory programme to EU policy makers and other stakeholders.

Key points:
135 companies are now signed up to the Self-Regulatory Framework, representing around:
  • 75% coverage in the top 5 markets (UK, DE, ES, FR, IT)
  • 68% in the main markets (top 5 + NL, SE, NOR, PL, BE)
  • 72% in the remaining markets
The central OBA control tool on has been rolled out for 29 markets with site-specific versions for Cyprus, Malta and Luxembourg expected by end of June 2012. The site currently receives 1.2 million users (browsers)/month.

While the Commission emphasised that more work was needed to broaden coverage of the programme in France and the Netherlands, overall progress was well-received. The Commission also noted the effectiveness of the accountability and sanctions mechanisms that are being put in place under the umbrella of the European Advertising Standards Alliance to enforce the programme.

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