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New initiative certifies websites that commit to responsible advertising practices
The initiative aims to increase the quality and standards of digital campaigns and improve trust between the advertising industry and consumers. Based on a five-point criteria which covers brand safety, viewability, ad fraud, user experience and respect for personal data, an external independent auditor (fma Belgium) will be in charge of screening websites and awarding the label.
Belgian websites that have participated in the pilot project and have since received the Digital Ad Trust label include:
The first Digital Ad Trust label was launched in France in 2017 by Union des marques and other industry stakeholders. It has since certified 136 French websites preferred by advertisers and media agencies. A similar initiative is also being planned for other European countries.