Presnetation I prepared for Alison Fennah of EIAA and that was given at the Westminster Media Forum on 10 September 2009.

1. Westminster Media Forum
Advertising – Structures and Regulation
European Interactive Advertising Association
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2. So what is EIAA? And what does it DO?
The European Interactive
Advertising Association is a PAN-
EUROPEAN trade organisation for
the European interactive
advertising business.
EIAA members are both sellers and providers of interactive advertising space that
have established a presence in several markets in the European Union.
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3. 4 Key areas of Activity:
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4. Online Interactive Advertising covers DIFFERENT realities:
Search-related advertising
what users are looking for
Contextual advertising
what users are doing
Behavioural advertising
what users have done
Geo-targetted advertising
where users are
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5. The value of Online Interactive Advertising is recognised by
consumers…
Advertising has rendered possible the offering of
free content, services and applications that have
made consumer experience on the Internet richer and
more ACCESSIBLE
In the mix, interactive advertising has made ads more
RELEVANT and USEFUL to users.
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6. 30% of EU users find online advertising useful
73% of US users are
68% of US consumers interested in receiving
personalised ads
are aware their browsing
information may be collected
and only 5% feel concerned about behavioural targeting
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7. …and POLICY MAKER
Digital Britain Final Report (June 2009):
“If handled properly, new business models such as targeted
advertising could be important revenue earners (…) the
Government of course needs to uphold protection of privacy and the
principle of transparency. This will always remain a guiding
principle. But we also need to ensure that apparent concerns are
properly assessed and understood, and that
artificial barriers do not spring up.(…)”
“The Government’s view is that the principles behind the current legislation are SUFFICIENT to
protect any violations of data protection law through behavioural advertising.”
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8. So what does this mean?
The EU and national legislative frameworks comprise already
many rules that cover online advertising (general
privacy and eprivacy rules, fair commercial practices, etc)
effective solutions are being put in place by the
industry and need to be given the time to bear their fruits
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9. Educate Explain
e.g. e.g. ad notices
www.youronlinechoices.co.uk
EIAA supports a
4 E approach
Empower eBay’s model, custom to their site and covers both our notice and opt-out requirements as well as theirs.
Enforce
e.g. easy to use before considering adding
and contextual new rules, the existing ones
opt-outs must be enforced
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10. Thank you!
EIAA points of contact
UK HQ
Alison Fennah – Executive Director
afennah@eiaa.net
Tel: +44 1536 712710
Mobile: +44 7712 645263
Brussels Bureau
Caroline De Cock – Director Public Affairs
cdc@eiaa.net
Tel/Mobile: +32474840515
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