Industry dialogue continues with EU on Online Behavioural Advertising
- Publish Date
- 27 Jan
- Category
- Online Advertising
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The representatives of European digital advertising and proponents of self-regulation have put forward some suggestions to counter criticisms contained in an open letter dated December 8 2011 from the Article 29 Working Party.
The Article 29 Working Party is made up of all the EU Data Protection Commissioners and a representative of the EU Commission. It seeks to harmonise the application of data protection rules throughout the EU and is currently concerned with the e-Privacy Directive.
Firstly, IAB Europe and the EASA have agreed that an OBA Icon on websites will create consumer awareness, trust and confidence on a permanent basis. With regard to the text to be displayed alongside the icon, they say the industry is open to dialogue with all stakeholders, including the Working Party.
On the information website established by the industry (http://www.youronlinechoices.eu), several clarifications and improvements have been made to the website following recommendations from the Working Party. They agree that the trading seal will demonstrate a company’s compliance with the Framework, not with the law.
In addition, IAB Europe and EASA agree that pop ups should be avoided and strongly believe that the OBA self-regulatory programme brings a modern in-context choice and information mechanism to avoid disruption for users and negative economic effects on European businesses.
Stephan Noller, Chairman of the IAB Europe policy committee and CEO of nugg.ad said: “We are pleased with the progress of the dialogue between IAB Europe/EASA and the Article 29 Working Party. Based on the IAB initiative, we have collectively developed a constructive solution aimed at dealing with OBA within the EU”.
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