Companies selected as Certification Providers will be responsible for independently assessing third party companies’ compliance with the European Principles for Online Behavioural Advertising (OBA).
In order to gain recognition from the EDAA as an approved provider, companies responding to the request for proposals must demonstrate their ability to apply this certification process in a credible way.
Once approved by the EDAA, certification providers will assess whether third party companies that have signed up to Interactive Advertising Bureau (IAB) Europe’s OBA framework meet the compliance criteria that have been set. If the certification provider accepts that the company is complying with the European Principles the company will be granted the corresponding EDAA trust seal.
Compliant companies will be able to display this trust seal to show their commitment to the OBA programme. It is foreseen that the seal will have a significant market value to compliant businesses, conveying a sense of trust and good standing from consumers and business partners towards the company that receives it.
Effective compliance and enforcement is a key aspect of the industry-wide, pan-European OBA self-regulatory programme. The independent certification process will enable comprehensive information to ensure that consumer complaints addressed to national self-regulatory organisations (SROs) across Europe are handled in a consistent and efficient manner.
The deadline for submitting proposals is October 31, 2012. All submissions and queries should be sent to firstname.lastname@example.org.
Ionel Naftanaila – Project Manager EDAA, or Dave Barron – Project Officer EDAA
Tel: +32 (0)2 513 7806 | email@example.com
Notes to editors
About the European Interactive Digital Advertising Alliance (EDAA)
The European Interactive Digital Advertising Alliance is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach.
About the European Principles for Online Behavioural Advertising (OBA)
The Self Regulatory Principles for Online Behavioural Advertising have been developed by a cross-industry effort at European level, with EASA’s (European Advertising Standards Alliance) Best Practice Recommendation on OBA building on the IAB Europe (Interactive Advertising Bureau Europe) OBA Framework.
An essential role regarding compliance with these Principles is played by the national Self-Regulatory Organisations (SROs) and IABs. Companies should be aware of the national SROs where they operate, a list and contact details of which can be found on EASA’s website: www.easa-alliance.org. For details about the local IABs, please visit the IAB Europe website: www.iabeurope.eu.
The European Advertising Standards Alliance (EASA) is a non-profit organisation based in Brussels and is the single voice of advertising self-regulation in Europe. It acts as the coordination point for advertising self-regulatory bodies and systems across Europe and beyond. EASA brings together 34 advertising self-regulatory organisations (26 from 24 European countries as well as advertising self-regulatory organisations in Australia, Brazil, Canada, Chile, India, New Zealand, Peru and South Africa) and 16 organisations representing the advertising industry (advertisers, agencies and the media) both globally and in Europe.
About advertising self-regulatory organisations
Self-regulatory organisations, also referred to as advertising watchdogs, are bodies set up by the advertising industry (comprising of advertisers, agencies and media) to apply advertising codes.
They handle complaints free of charge, issue sanctions when ads are found in breach, provide advice to the advertising industry to ensure that ads are not in breach of the code and monitor published ads (usually in specific sectors) to check whether any breach the code.
Currently, 25 self-regulatory organisations exist in 23 EU27 countries. More information on www.easa-alliance.org
About the Interactive Advertising Bureau (IAB) Europe
IAB Europe (www.iabeurope.eu) is a federation of national Interactive Advertising Bureaux (IAB) across Europe. Its mission is to protect, prove, promote and professionalise the digital and interactive advertising industry in Europe. Supported by every major media group, advertisers, agency, portal, technology and service provider, its voice represents the interest of more than 5000 company members.
The member countries are Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine and United Kingdom.
The corporate members include Adconion Media Group, Adobe, ADTECH, Alcatel-Lucent, AOL Advertising Europe, AudienceScience, BBC Advertising, CNN, CoAdvertise, comScore Europe, CPX Interactive, Creafi Online Media, Criteo, Deutsche Post, eBay International Advertising, Evidon, Expedia Inc, Fox Interactive Media, Gemius, Goldbach Media Group, Google, GroupM, Hi-Media, Koan, Microsoft Europe, Millward Brown, News Corporation, nugg.ad, Nielsen Online, OMD, Orange Advertising Network, PHD, Prisa, Publicitas Europe, Quisma, Sanoma Digital, Selligent, Tradedoubler, Triton Digital, United Internet Media, ValueClick, Verisign, Viacom International Media Networks, Webtrekk, White & Case, Yahoo!, Yandex and zanox. The associate members include Advance International Media, Banner, ePrivacyConsult, Emediate, NextPerformance, Right Media, Rocket Fuel, Tribal Fusion and Turn Europe.