Delivering better services and a better relationship with citizens: challenges for the next decade
Delivering transparency, choice and control for European citizens
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Delivering transparency, choice and control for European citizens
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Delivering transparency, choice and control for European citizens. Understanding OBA Self-Regulation in Europe. The need for a S elf Regulatory Programme on OBA in Europe. Digital advertising is under the political & regulatory spotlight Particularly the collection and use of data - PowerPoint PPT Presentation
Transcript of Delivering transparency, choice and control for European citizens
Slide 1
Delivering transparency, choice and control for European citizens
Understanding OBA Self-Regulation in EuropeThe need for a Self Regulatory Programme on OBA in EuropeDigital advertising is under the political & regulatory spotlightParticularly the collection and use of dataLegislative attempts to regulate data practices are not always proportionate (e.g. ePrivacy Directive / data protection reforms)and threaten the viability of many ad models, and what they deliver to brands, publishers & consumersInnovation can empower & protect consumers
Industry self-regulatory responseOne set of core documents for Europe based on US principles and tech specs
The European Principles consist of: IAB Europe OBA FrameworkTechnical Specifications for use of the OBA IconEASA Best Practice Recommendation on OBAKey obligationsWHAT? Main obligations for Third Party OBAWHO? Ad networks, technology providers, data providers, website operators, advertisers, agencies WHERE? EEA countries (EU + NOR, ICE and LIE) + CH + TREASA + solution
Launch of the EDAA
Launched Oct. 2012
Manage Self-Regulatory ProgrammeSupported by key stakeholders at EU and Member State level
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How is it working in practice?Delivering a pan-EU approach for citizens and business
User choice and control
Credible compliance and enforcementTransparency
Icon in or around the ad
OBA Icon (example)Intermediary page
Icon delivery
Over 120 bn icons delivered in 2013 by EDAAs Approved Icon Providers15YourOnlineChoices website: information & consumer control30 countries and 25 languages
Peak av. 2 million visitors / month (Q4 13)
90 integrated companies
Centralised control toolThe user is offered more in-depth information on how OBA works
The user may, based on personal choice, select one of the following options: Everything ONEverything OFFManually hand-pick (from the available 3rd parties)
Link in website footer
Compliance and enforcementEngaging and LicensingEngage with EDAA to determine licence requirements (via online application form: www.edaa.eu/apply-for-a-licence)
Review core documents & licence agreements
Sign and return appropriate licence(s): 3rd party (icon)website operator (icon)3rd party (YOC)
Self Certification and independent assessment of complianceStep 1: Self-Certification (6 mths)Online form (edaa.eu) where companies declare compliance info on companys OBA policies and practices requiredStep 2: Independent assessment of compliance (+ 1 mth)4 independent providers of certification services approved by EDAA
Step 3: Award of EDAA Trust Seal (+ 1 mth)Trust Seal granted following 30 days ongoing monitoring
Role of national Self-Regulatory Organisations (SROs)Self-Regulation needs to have teethSROs under umbrella of EASA European Advertising Standards Alliance responsible for complaints and sanctionsSROs across Europe to extend their remits to include OBA (currently live in DE, ES, FR, HU, IE, SE, UK, others to follow)Independent complaint handling at national level based on Country of Origin prinipleEASA Cross-Border-Complaints (CBC) system to transfer complaints to competent SRO
Raising consumer awarenessCampaign creatives
Launched 13 in UK, DE, and IE350m impressions, >103m unique314k clicksExpected to run FI, FR, GR, HU, SE (Q2), with all other markets to followWhats next?Our 2014 outlookIncrease industry awareness and participation
Transition from industry commitments to compliant realities
YourOnlineChoices website: continuous programme of improvements; roll out further countries; optimise mobile version; develop persistent consumer choice mechanisms
Adapting the EU Principles to the mobile space
Engage further with political stakeholders (new intake of MEPs and Commissioners)
Q+AMore questions? Visit www.edaa.eu/faq
Email: [email protected] // [email protected]
