New Behavioural Ad Association Launched

A new body called the European Interactive Digital Advertising Alliance (EDAA) has been launched in Brussels, to manage aspects of a self-regulatory programme aimed at making online behavioural advertising (OBA) more transparent across Europe.

The non-profit association is chaired by IAB Europe President and CEO Alain Heureux (pictured), and governed by a group of ten European organisations.

EDAA will be responsible for administering the licensing of an interactive icon for businesses involved in online behavioural ad delivery. The icon is part of a pan-European initiative aimed at providing Internet users with transparency, choice and control over targeted ads, and when clicked on gives them information about managing and controlling it, including the www.youronlinechoices.eu web site.

As part of the EU programme, companies will be held accountable for the implementation of the initiative, and a new 'trust seal' will be issued to companies which have proven their compliance through an independent certification process. In addition, Internet users will be able to raise concerns about online behavioural advertising practices with the organisation, which will be tasked with investigating issues and taking action based on a consistent European approach.

Speaking at the launch, Robert Madelin, Director General for Communications Networks, Content and Technology at the European Commission, said: 'I am impressed with the way in which the advertising industry has succeeded, in a short time, in putting in place a new self-regulatory framework. These efforts will contribute significantly to empowering Internet users in the management of their privacy across Europe. The launch of EDAA actively demonstrates this progress and the Commission will be following uptake closely.'

Web site: www.edaa.eu .