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F.A.Q.

Home

Who we are
About EDAA

Our Board

Meet the team

What we do
Our Mission

European Principles

For Companies

For Consumers

Consumer Education

Icon Providers

Certification Providers

The DSA Explained
Am I a Platform under the DSA?

Obligations for Very Large Online Platforms

Obligations for Online Platforms

Obligations for Hosting Services

Obligations for Intermediary Services

Enforcement and Penalties

DSA for Consumers

DSA and the Political Ads Regulation (TTPA)

DSA and GDPR

DSA Updates

The AATP
The AATP Principles and Programme Documents

Your benefits and commitments under the AATP

Participating Companies

News and Resources
Press Releases

Reports

Multimedia

Blog

Glossary

Events

F.A.Q.

F.A.Q.

European Interactive Digital Advertising Alliance > F.A.Q.

Browse F.A.Q. Topics

1 – About EDAA2

2 – European Principles7

3 – OBA Icon & Consumer Choice Platform11

4 – Licensing Process2

5 – Certification Process6

6 – SROs, Consumer Complaint Handling & Potential Sanctions5

7 – Consumer Awareness and Attitudes1

8 – Benefits for Participating Companies1

9 – Global Self-Regulatory Landscapes & The Legal Context3

Further Information1

Check out our handy glossary if you need help with some of the jargon.

1 – About EDAA

1) What does EDAA do?

TheEuropean Interactive Digital Advertising Allianceempowers consumers with greater transparency, choice and control, and provides the tools for businesses to enable that to happen.

EDAA is responsible for the administration of two industry-wide Programmes: the Self-Regulatory Programme on Data-Driven Advertising, and the Advanced Advertising Transparency Programme (AATP). Both Programmes, developed at different times and in response to evolving regulatory requirements, aim to enable consumers, through the display of the AdChoices Icon, to access transparency information about the ads they see online and exercise choice with regard to data-driven advertising. The Icon and other transparency resources are available to all companies delivering ads to consumers in the European Union. Read more About EDAA.

2) Give me a quick overview of the Self-Regulatory Programme on Data-Driven Advertising

EDAA’s website provides important resources to learn more about the Programme, and an overview of the initiative can be found here. You can also view a short video summarising the Programme on YouTube.

3) Give me a quick overview of the Advanced Advertising Transparency Programme (AATP)

The Advanced Advertising Transparency Programme (AATP) offers an adaptable ad transparency solution that helps companies comply with the transparency requirements of the Digital Services Act (DSA).

By establishing a framework for cross-industry collaboration, the AATP ensures that important information about each digital ad is collected at the source, transferred across the supply chain, and delivered in a clear and accessible way to consumers through the AdChoices Icon.

An overview of the initiative can be found here. You can also view a short video summarising the Programme on YouTube.

2 – European Principles

3) What are the European principles on OBA?

The European Principles documents include

The IAB Europe OBA Framework serves to codify industry self-regulatory standards for Online Behavioural Advertising in Europe, highlighting a set of key principles that participating companies must adhere to.

The EASA Best Practice Recommendation on OBA builds on this Framework by providing guidance to national advertising Self-Regulatory Organisations, under the umbrella of the European Advertising Standards Alliance (EASA), to apply credible complaint handling and sanctions mechanisms, ensuring the accountability of the Programme.

The Technical Specifications for Implementing the IAB Europe OBA Framework and EASA BPR in Europe details how companies should technically apply the OBA Icon to online ads and how to avoid collision of overlays being applied at different stages in the ad delivery process.

Over several years, the Programme and principles have also expanded, for instance into the mobile and video advertising spaces, to keep pace with evolving market technologies and consumer use trends. As such, the European Principles have built upon the initial Framework and BPR, to include today:

The Self-Certification Criteria for Participating Companies,

Application of the Principles in the Mobile Environment,

Ad Marker Implementation Guidelines for Mobile,

Ad Marker Implementation Guidelines for Video.

It is important for companies to review each of the aforementioned European Principles documents and implement the appropriate practices to ensure full compliance with the self-regulatory approach.

4) What types of advertising are not covered in the European principles?

The European Principles focus on the practice of Online Behavioural Advertising and do not cover:

Strictly “first party” OBA – i.e. OBA data collection and use by a website operator, across their own website(s). Website operators are nevertheless strongly advised to sign up and use the AdChoices Icon in order to provide ‘adequate disclosure’ to consumers where OBA may be happening by third parties acting across their website(s);

Contextual advertising (display advertising which is delivered based on the context/content of the page where it is displayed);

Ad delivery and ad reporting (as defined in the European Principles).

5) How do I know if the activities of my company are covered by the principles?

While the European Principles are intended to apply broadly across a wide range of marketing and media entities, they focus on:

“Third Parties” such as advertising networks and data companies (including data aggregators) and in some cases advertisers;

“Website Operators” such as publishers and advertisers.

These types of entities work interdependently to deliver relevant advertising to specific computers or devices in ways that enrich the consumer online experience. The Principles also cover technologies that are intended to collect all or substantially all URLs (websites) that a PC (or any other device) traverses and uses such data for interest-based advertising. This could include tools and software like toolbars, desktop applications, ISP-based technologies, etc.

Companies must fulfill their specific obligations under the European Principles related to the particular role(s) of each company in collecting and/or using data for interest-based advertising purposes.

6) What is the role of ad servers in the programme?

The European Self-Regulatory Programme does not directly cover Ad Servers and Platforms’ activities in so far as they are acting merely as a tool for their clients, and do not themselves collect, use, nor own, any such data for their own purposes. However, if their clients are using such data through the ad server/platform’s technology, those clients must be informed about the need to comply with the European Principles.

7) What are my obligations regarding OBA in Europe?

Your obligations under the European Principles differ depending on your role in the European online digital advertising ecosystem. For more information, companies should refer to the European Principles documents and self-certification criteria.

All companies acting as third parties (as defined in the European Principles) who are engaged in the use of OBA data in order to deliver ads must sign up to use the AdChoices Icon from EDAA. All companies engaged in the collection of OBA data must participate in the Consumer Choice Platform. In order to obtain the relevant services agreements, please apply here.

Website Operators may voluntarily participate to use the AdChoices Icon and there are many benefits in doing so (see Q8 of these FAQs for more information). Website Operators should also ensure that all of the third parties involved in interest-based advertising they work with are participating in the European Self-Regulatory Programme and are compliant with the European Principles. Participating companies can be viewed here. Advertisers and agencies will also be able to recognise compliant “third party” partners by the EDAA ‘Trust Seal’, which will be awarded to companies following an independent compliance assessment and ongoing monitoring of their interest-based advertising practices – see Section 5 of these FAQs.

8) I am a website operator. Do I need to use the AdChoices Icon and/or integrate on the "YOC" consumer choice platform?

Acting as a first-party, you are under no obligations to use the AdChoices Icon. Under the European Principles, first parties must provide ‘adequate disclosure’ to consumers and may voluntarily apply to use the AdChoices Icon to use in footer links, if they wish to do so.

Though it is voluntary, using the AdChoices Icon has many benefits for first parties, as consumers recognise the AdChoices Icon and associate it with enhanced privacy standards. Put simply, website operators will reap rewards of increased consumer trust and therefore use of the AdChoices Icon could lead to increased consumer interaction with your website.

If you are collecting OBA data as a Website Operator for advertising or retargeting across websites under your Common Control (i.e. which you own and operate over 50%), then there is no need to integrate onto the “YOC” Consumer Choice Platform.

If you are collecting OBA data from third party websites (either directly or through a technology provider) for use across your own websites, or if using OBA data collected from across your own websites for advertising or retargeting on third party websites, then you are effectively acting as a Third Party and would be required to integrate onto the “YOC” Consumer Choice Platform, in order to give consumers the choice and control over this type of targeting. The latter would be considered as a form of Third-Party OBA.

9) Does the European self-regulatory programme extend to mobile and other connected devices?

The European Principles are designed as ‘technology-neutral’. As such, EDAA has released a set of principles covering mobile considerations, including the use of cross-app, precise location and personal directory data. For this environment, EDAA has released clear technical specifications for serving the AdChoices Icon across mobile ads (which applies to both mobile browser and mobile in-app), which can be consulted here. As yet, participating companies are not required to implement a mobile AppChoices platform for in-app choice under the European SR Programme.

However, all participating companies are required to respect the choices made by a consumer through alternative means (for instance, via the mobile device settings, application settings, or a company owned app-specific choice platform). Icon use in the mobile environment, as well as choices conducted through the web browser are considered components of the independent certification required under the Programme.

3 – OBA Icon & Consumer Choice Platform

10) What is the AdChoices icon?

The AdChoices Icon is a consumer-facing, interactive tool, symbolising consumer transparency, choice and control over interest-based advertising.

It is an interactive symbol to be placed in or around online ads (by “Third Parties”), or on websites where OBA data may be collected and/or used (by “Website Operators”) and demonstrates that companies involved in serving the ads are respecting the self-regulatory principles in a way that empowers consumers. The AdChoices Icon increases consumer and marketer trust in interest-based advertising by linking through to consumer-friendly information about interest-based and online advertising, including the information portal and Consumer Choice Platform YourOnlineChoices.eu.

11) What is the "YOC" consumer choice platform?

The AdChoices Icon must always provide a clear and prominent link through the “YOC” Consumer Choice Platform. This Platform ensures that the consumer is offered a clear and easily accessible choice and control mechanism over interest-based advertising, by some or all participating companies. The Platform is hosted on the website YourOnlineChoices.eu, administered by EDAA. This website (currently available in 33 country-specific versions and 27 different European languages) serves as a one-stop-shop for consumers, offering: (a) clear information about online and personalised advertising; (b) a mechanism to enact meaningful choice and control; and (c) a portal to file any consumer feedback or complaints with the national advertising Self-Regulatory Organisation (SRO) – see Section 5 of these FAQs.

Companies may also provide their own company-specific opt-out mechanisms; however, these must be in addition and complementary to participation on the “YOC” Consumer Choice Platform, which serves as a pan-European, one-stop-shop for consumer information, choice and control regarding interest-based advertising across Europe.

12) Who should use the AdChoices icon?

All companies involved in actively using OBA data to deliver online display, mobile or video advertising should participate via a service agreement to use the AdChoices Icon.

Third Parties: for instance, ad networks, technology platforms, data aggregators, Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs). To clear any doubt, retargeting is considered as Third-Party OBA covered by the European Principles.

Website Operators (voluntarily): advertisers and publishers across sites under their Common Control (owned and operated by the same company).

IMPORTANT NOTE:

It is the full responsibility of a company to hold a valid service agreement from EDAA for such use, regardless of how the integration is done (via an Approved Icon Provider or in-house).

13) I am an advertiser. Is it possible for an ad server or ad agency to provide the AdChoices icon to me for free? What are my obligations? Is this different than if I rely on an ad network to provide the AdChoices icon?

Since the Ad Network is collecting and using OBA data on your behalf, each ad they place on your behalf must carry the AdChoices Icon, for which the licensing obligation sits with the Ad Network.

Many advertisers, however, prefer to manage the placement of the AdChoices Icon centrally via their Ad Agency and/or Ad Server to provide for more branded control of the messaging and in some cases reporting.

If you choose to manage this directly via your Ad Server or Ad Agency, the obligation to obtain the AdChoices Icon directly from EDAA sits directly with you, and you cannot use the AdChoices Icon via your Ad Server or Ad Agency without the right for your company to use it from EDAA.

14) Who should register to the "YOC" consumer choice platform?

All companies involved in actively collecting OBA data, which may be used to then deliver online display, mobile or video advertising based on this data, should register to integrate onto the “YOC” Consumer Choice Platform, to provide consumers with the choice and control over their data collection. This also includes where data may be collected for
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