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Delivering transparency, choice and control for European Citizens - EDAA

Information regarding the OBA self Regulation Framework and other self-regulatory initiatives supported by EDAA. Important facts about why it is crucial to have self regulation in Europe - Self-Regulation can empower & protect consumers, whilst ensuring the viability of many ad models, and their added value for brands, publishers & consumers. What should user know and what should companies do in order to be compliant with European Laws and regulations on data collection & protection.

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Delivering transparency, choice and control for European Citizens - EDAA

  1. 1. Delivering transparency, choice and control for European citizens
  2. 2. Some numbers • 2.1 bn. € is the value of programmatic in Europe (IAB Europe study, Sept. 2014) • 27.3 bn. € is the value of the digital advertising market in Europe (IAB Europe’s Adex, 2014) • 69 bn. € is the perceived value of free (ad-supported!) services and content for European consumers in 2010! (McKinsey, 2011)
  3. 3. So how about Online Behavioural Advertising?
  4. 4. For publishers 4
  5. 5. For agencies and advertisers 5
  6. 6. For web users 6
  7. 7. But why is it so important?
  8. 8. It’s all about data!
  9. 9. Vĕra Jourová EU Commissioner for Justice, Consumers and Gender Equality (image source: www.yle.fi)
  10. 10. Günther Oettinger EU Commissioner for Digital Economy & Society (image source www.cicero.de)
  11. 11. The need for a Self Regulatory Programme on OBA in Europe • Digital advertising is under the political & regulatory spotlight • Particularly the collection and use of data • Self-Regulation can empower & protect consumers, whilst ensuring the viability of many ad models, and their added value for brands, publishers & consumers
  12. 12. Why Self-Regulation? Relevant Advertising Self- Regulation Cost Effective Consumer Friendly Offers Speedy Resolutions Complements the Law Provides Effective Sanctions Impartial Trusted
  13. 13. The Programme • Why self-regulation for OBA? – Privacy concerns in general increased the need for enhanced transparency and choice for users - policy makers repeated call for opt-in for OBA • Why a European and not a global framework? – Europeans are modest... :) – In Europe we have a legal framework (Data Protection and e- Privacy Directive) – The Data Protection Review is currently under heated debate • What is the Programme about? – A mechanism to provide enhanced notice to consumers – A mechanism to provide choice to consumers (i.e. easy to use mechanism to turn off OBA)
  14. 14. European Principles • One set of core documents for Europe • The European Principles consist of: – IAB Europe OBA Framework – Technical Specifications for use of the OBA Icon – EASA Best Practice Recommendation on OBA
  15. 15. Where does responsibility lie?
  16. 16. Where does responsibility lie? • Main obligations for Third Party OBA • WHO? Ad networks, technology providers, data providers, website operators, advertisers, agencies • Role of publishers to provide adequate disclosure
  17. 17. Supported by key stakeholders at EU and Member State level
  18. 18. BUT HOW DOES IT WORK IN PRACTICE?
  19. 19. Delivering a pan-EU approach for citizens and businesses User choice and control Credible compliance and enforcement Transparency
  20. 20. OBA Icon: in-ad (third party) OBA Icon (example)
  21. 21. Use of a branded interstitial
  22. 22. OBA Icon: for web operators
  23. 23. youronlinechoices.eu • 31 countries • 26 languages • 90 integrated companies • 1.5 – 2 mln. visitors monthly
  24. 24. YOC: consumer education tool • The user is offered clear information on how digital advertising works (video courtesy of The Guardian)
  25. 25. YOC: consumer control tool • The user may, based on personal choice, select one of the following options: – Everything ON – Everything OFF – Manually hand-pick (from the available 3rd parties)
  26. 26. WHAT DO COMPANIES NEED TO DO?
  27. 27. Compliance journey • Step 1: Licence OBA Icon / User Choice Platform from EDAA • Step 2: Self-Certification (6 mths) • Step 3: Independent assessment of compliance (+ 1 mth) – 4 EDAA approved Certification Providers: • Step 4: Award of EDAA “Trust Seal” (+ 30 days) – Trust Seal granted following 30 days ongoing monitoring
  28. 28. Company compliance status 28 Signatories 200+ Licencees 127 Self- Certified companies 82 Certified companies 38
  29. 29. Engaging and Licensing a. Engage with EDAA to determine licence requirements (via online application form: www.edaa.eu/apply-for-a-licence) a. Review core documents & licence agreements a. Sign and return appropriate licence(s): – OBA Icon – YourOnlineChoices Participation
  30. 30. WHAT’S THE ROLE OF THE SRO?
  31. 31. Role of SROs • Extension of SRO remit to OBA – Implementation of EASA BPR on OBA • Handling consumer feedback and complaints – Set up OBA complaints system and procedures – Training of staff and juries – Use of EASA Cross-Border-Complaints system for OBA • Compliance and enforcement
  32. 32. Enforcement • Self-Regulation needs to have teeth • National SROs responsible for investigations and sanctions • Sanctions specific to OBA: ‘name & shame’; withdrawal of industry ‘Trust Seal’; withdrawal of OBA icon; referal to relevant regulator • National codes reflect the EU Principles, ensuring a consistent and coherent approach for businesses
  33. 33. HOW ABOUT THE CONSUMER?
  34. 34. Raising consumer awareness • Launched in UK, DE, IE, GR to-date • 390m impressions, >115m unique • 344k clicks • Expected to run FI, FR, HU, PT, RO, SE imminently, with other markets to follow
  35. 35. Political opinions « 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. » Robert Madelin Director General of the European Commission’s Directorate General for Communications Networks Content and Technology
  36. 36. Current outlook • Increase industry awareness and participation • Transition from company commitments to full compliance • Continue developing YourOnlineChoices website; roll out further countries; optimise mobile version; develop persistent consumer choice mechanisms across IE & Safari • Adapt the EU Principles to the mobile environment • Roll out the Consumer Awareness Campaign in all European Markets (Romania included!)
  37. 37. Current outlook • Ensure continued implementation by national SROs of OBA remit & complaint handling • Facilitate research into consumer attitudes and perceptions regarding OBA and the industry initative across EU markets • Continue to engage with key stakeholders (new intake of MEPs and Commissioners)
  38. 38. OBA Self-Regulation: be in good company! 38
  39. 39. Further information Visit: www.edaa.eu Email: ionel.naftanaila@edaa.eu // info@edaa.eu

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