European Principles

The IAB Europe Ad Marker Implementation Guidelines for Video

The IAB Europe Ad Marker Implementation Guidelines for Video covers the use of the Ad Marker in Europe for companies to provide enhanced transparency and control over Online Behavioural Advertising (OBA) to users in video advertising environments, in support of the European Self-Regulatory Principles for OBA. Its purpose is to set out guidelines for the implementation of the Application of Self-Regulatory Principles in video players.

The IAB Europe OBA Framework

The IAB Europe OBA Framework is based upon 7 key principles for online behavioural
advertising: notice, user choice, data security, sensitive segmentation, education, compliance and enforcement, and
review. An objective of the IAB Europe OBA Framework is to secure the future of Online Behavioural Advertising as an
effective business practice in the toolbox of marketers, by ensuring that internet users can understand and control
the OBA choices they make online.

Application of the IAB Europe Framework for Online Behavioural Advertising in the Mobile Environment

Mobile PrinciplesThe recommendations set out in this document provide an addendum to the original IAB EU Framework on OBA (please see
above on this page) and should be read in conjunction with it. The Addendum seeks to show businesses how to
apply the Framework’s principles – notably notice and choice – in the mobile environment.

EASA (revised) Best Practice Recommendation on Online Behavioural Advertising

The Revised (October 2016) EASA Best Practice Recommendation (BPR) on Online Behavioural Advertising (OBA)is intended to contribute to providing a host of consumer privacy protections for OBA through self-regulation across Europe. With the adoption of the Best Practice Recommendation, national advertising self-regulatory organisations commit to applying self-regulatory standards for OBA, integrating the principles of the recommendation into their Codes, and handling complaints thereon.

The EASA Best Practice Recommendation on Online Behavioural Advertising

The
EASA Best Practice Recommendation on Online Behavioural Advertising 
builds on the IAB Europe OBA
Framework and provides an industry-wide standard for OBA, ensuring that the entire advertising ecosystem is
covered. With the adoption of the Best Practice Recommendation, national advertising self-regulatory
organisations commit to applying self-regulatory standards for OBA, integrating the principles of the
recommendation into their Codes, and handling complaints thereon.

The Technical Specifications for implementing the IAB Europe OBA framework and EASA BPR in Europe

The Technical Specifications for implementing the IAB Europe OBA framework and EASA
BPR in Europe
document details how companies should technically apply the OBA Icon to online ads.
The document details how to avoid collision of overlays being applied at different stages in the ad delivery
process, highlights good and bad technical practice, approved accompanying  text for every EU country, and
outlines restrictions and limitations that apply to use of the Icon.

IAB Europe Ad Marker Implementation Guidelines For Mobile

Mobile Tech SpecsThis document covers the use of the Ad Marker in Europe for companies to provide
enhanced transparency and control over Online Behavioural Advertising (OBA) to users of mobile devices
in support of the European Self-Regulatory Principles for OBA. This document is complementary1 to the
Technical Specifications for implementing the IAB Europe OBA Framework and EASA BPR. Its purpose is to
set out guidelines for the implementation of the Application of Self-Regulatory Principles in the Mobile
Environment.

The Self-Certification Criteria for Participating Companies

The Self-Certification Criteria for Participating Companies document
aims to provide companies participating in the EU Self-Regulatory Programme on OBA with a
comprehensive set of criteria for self-certification of compliance. Self-certification of compliance
shall be limited to those requirements applicable to each participant’s business model; however,
should a participant company be subject to multiple obligations, self-certification must cover all
such applicable provisions. In other words, if a company fulfils more than one role in the
advertising eco-system, then it should comply with the requirements applicable to each of these
roles.