The EDAA licenses the OBA Icon, which is consistent across Europe and the US, enabling an ‘integrated’, user-friendly and meaningful global approach. The icon will be displayed as an overlay on top of digital adverts, and will click through (usually via an interstitial page) to the innovative User Choice platform at www.youronlinechoices.eu, where internet users can learn more about OBA, what it helps fund and how they can exercise control over the collection and use of their data for OBA by some or all participating companies. EDAA also provides the resources necessary for companies to participate on this platform and provide consumers with this choice.
A helpful Infographic about the Programme can be found here.
In addition, EDAA is responsible for approving icon and certification providers (to ensure companies continue to be fully compliant with the Principles in practice).
Each player in the digital advertising ecosystem has specific roles and responsibilities under the self-regulatory programme; however, the following lays out six key steps to take:
STEP 1. Familiarise yourself with the European self-regulatory principles for Online Behavioural Advertising
STEP 2. Determine how OBA applies to your business model
When it comes to OBA, companies may be involved in different ways, potentially playing one or more of numerous roles. Some key roles are outlined below:
Acting as a “Website Operator” permitting Third Party OBA on your site:
A company may allow third parties to collect data for OBA purposes on its owned and operated website(s);
A company may allow ads to be placed on its owned and operated website(s) by third parties that use OBA data;
Being actively involved in Third Party OBA:
A company may display ads on unaffiliated websites, and using own or acquired OBA data in the process;
A company may collect data online for OBA purposes or use OBA data to deliver ads.
STEP 3. Fulfil your obligations.
Optionally, as a “Website Operator” you may licence the OBA Icon to provide this adequate disclosure. As recommended good practice, you may place the OBA Icon in the footer of each web page. This should link to either a list of all Third Parties present on the site with which the user may interact, or a link to the industry-developed website www.youronlinechoices.eu. For more detail on licensing the OBA Icon, see STEP 4 below.
If you are actively involved in Third-Party OBA by partnering directly with websites that you do not own or operate and collect data for OBA purposes from these sites then you should participate on the industry-developed User Choice platform (follow STEP 5 below).
If you are actively involved in Third-Party OBA by partnering directly with websites that you do not own or operate and use OBA data to deliver ads on these sites, then you should licence the OBA Icon (follow STEP 4 below) and display it according to the Technical Specifications. More details on the Icon Providers that are approved by the EDAA to deliver the OBA Icon can be found here.
Naturally, if you collect and use OBA data from these sites, then you should both obtain a licence for the OBA Icon AND participate on the User Choice platform.
If you place ads through Third Parties (such as an advertising agency or ad networks) and these parties collect and/or use OBA data to deliver your ads, you should ensure that such partners have followed STEPS 4 and 5 below, and provide clear notice of their OBA practices. It is recommended best practice to discuss this with potential partners and require their participation before entering into contractual agreements.
STEP 4. Obtain a licence
Register on the website to use the OBA Icon (either as a Website Operator or directly for Third Party OBA, as above). One of our team will send you the appropriate documents, which depending on your business model may include the IAB Europe OBA Framework, the licence agreement(s), and a copy of the “Technical Specifications for implementing the IAB Europe OBA Framework and EASA BPR in Europe”.
Register on the website to participate on the YourOnlineChoices “User Choice” platform. One of our team will send you the appropriate documents, which depending on your business model may include the IAB Europe OBA Framework, the“YOC Participation Agreement”, and a copy of the Technical Guidelines to integrate with YourOnlineChoices.
Self certification: Participating companies will be required to self-certify their compliance with the European Principles on licensing the OBA Icon. This is only necessary based on the criteria applicable to each individual business model. The full self-certification criteria can be viewed here. A user-friendly self-certification form will be implemented by EDAA on this site.
Obtain the Trust Seal and become fully certified: Where companies are acting as Third Parties, they are required to undergo a certification process with an independent Certification Provider. Successful companies providing their compliance through this step, will be awarded with the EDAA Trust Seal, a representation of compliance to the business community and consumers.