Name Acronym Short description
Ad Alert Communication issued by an SRO to alert public authorities, consumer organisations and the advertising industry about evidence of fraudulent or unethical activity by an advertiser
Ad Fraud In internet advertising, deliberately false reporting of impressions, clicks, actions or data events to criminally earn revenue, or for other purposes of deception or malice. The fraudulent visitors can be entirely mechanical, human or a mix of both.
Advertiser An organisation or person advertising a product or service and runs advertising campaigns to promote that product or service. An advertiser will also have its own website and therefore often be referred to as a web publisher/site owner.
Advertising Agency / Agency A company that works with advertisers to create campaigns and a plan to execute it, including the best places to run the campaign to achieve the best results.
Advertising Agency Trading Desk ATD A team within an advertising agency dealing with Demand Side Platforms to manage campaigns.
Advertising Exchange A company acting as an open market for the buying and selling of advertising. Like a stock exchange, web publishers can sell advertising space on their websites to the highest bidder in real-time.
Advertising Industry Advertisers, advertising agencies and the media and/or trade associations representing their interests
Advertising Server A company with technology that delivers advertising content to a relevant web page.
Agencia Espanola de Proteccion de Datos AEPD Spanish Data Protection Authority
Article 29 Working Party WP29 The Article 29 Working Party is an advisory body made up of a representative from the data protection authority of each EU Member State, the European Data Protection Supervisor and the European Commission
Binding Corporate Rules BCR Mechanism to legitimise data transfers within group company structures across borders
Binding Corporate Rules BCRs Internal rules for data transfers within multinational companies. Binding corporate rules allow multinational companies to transfer personal data internationally within the same corporate group to countries that do not provide an adequate level of protection.
Bring Your Own Device BYOD The policy of permitting employees to bring personally owned devices (laptops, tablets, and smart phones) to their workplace, and to use those devices to access privileged company information and applications.
Burden of proof Responsibility for proving a disputed claim or assertion. In Ad Self-Regulation, the burden of proof lies with the advertiser.
Certified Information Privacy Professional / Europe CIPP/E For more than 10 years, the CIPP has been recognised as the world’s preeminent credential in the business of privacy. Since its introduction in 2004, the CIPP has elevated the careers of thousands of professionals working in privacy and data protection across the globe.
Co-Regulation System of regulation combining statutory and self-regulatory elements, and sometimes involving other stakeholders such as consumer organisations
Code (of Practice) Rules governing the contents (and sometimes the form) of advertisements. See also Negotiated Code, Self-regulatory Code, and Statutory Code
Code-Making Body Part of an SRO, usually composed of industry representatives, responsible for the formulation and revision of the Code
Commision Nationale de l’informatique et des libertes CNIL French Data Protection Authority
Comparative Advertising Advertising which expressly or by clear implication identifies a competitor, its products or services
Competitor Complaint Complaint about an advertisement from a competitor of the advertiser.
Complaint Consumer Complaint about an advertisement by a member of the public or a consumer organisation.
Compliance Clause A clause in advertising contracts committing both parties to accept an Advertising Self-Regulatory Code and be bound by the rulings of an SRO. It enables a media owner to refuse an advertisement which has been found to be in breach of a Code in the event of the advertiser refusing voluntary compliance.
Consent Management Platforms CMPs Consent management is a process which allows websites to meet the EU regulatory requirements regarding consent collection. With a consent-management platform (CMP) in place, websites have the technical capability to inform visitors about the types of data they’ll collect and ask for their consent for specific data-processing purposes.
Cookie A cookie is a small file of letters and numbers downloaded on to your computer when you access certain websites. Cookies allow a website to recognise a user’s computer. Cookies themselves do not require personal information to be useful and, in most cases, do not personally identify internet users.
Copy advice Provision by an SRO of an opinion as to whether an ad complies with advertising rules prior to the release of the ad. The advice is provided on a confidential basis and is usually non-binding. It may include suggestions of amendments to ensure compliance with the rules. Copy advice is provided upon the request of advertisers, agencies or the media.
Country of destination Country to whose consumers an advertisement is addressed
Country of origin In the context of cross-border complaints, the country in which the media carrying the advertisement (or, in the case of direct marketing, the advertiser) is based
Cross-border complaint Complaint by an individual or organisation based in one country about an advertisement circulating in that country but carried in media based in another
Data Aggregator A company that pulls together data from multiple sources and builds ‘segments’ based on interests (eg car buyers). These are sold to advertisers, advertising agencies or advertising networks directly or traded via an advertising exchange so the advertising can be more relevant to the consumer.
Data Management Platform DMP Data Management Platform (DMP) is a technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns.
Data Protection Authority DPA DPAs are independent public authorities that supervise, through investigative and corrective powers, the application of the data protection law. They provide expert advice on data protection issues and handle complaints lodged against violations of the General Data Protection Regulation and the relevant national laws.
Data Protection Impact Assessment DPIA A process to help entities identify and minimise the data protection risks of a project.
Data Protection Officer DPO The Data Protection Officer ensures, in an independent manner, that the European Commission correctly applies the law protecting individuals’ personal data.
Demand Side Platform DSP A company that allows advertisers to connect to web publishers. A Demand Side Platform can allow advertisers to manage the bids they make in real-time via an advertising exchange.
Digital Single Market The Digital Single Market strategy aims to open up digital opportunities for people and business and enhance Europe’s position as a world leader in the digital economy.
Display Advertising Adverts displayed when users visit a website. These are usually in the form of ‘banners’ or a video.
ePrivacy ePR The 2002 ePrivacy Directive is an important legal instrument for privacy in the digital age, and more specifically the confidentiality of communications and the rules regarding tracking and monitoring. The entry into force of the General Data Protection Regulation requires the EU legislator to update this text and the European Commission published a proposal on 10 January 2017. After failing to be ratified in the Council, a new proposal will be submitted by the Commission in 2020.
European Data Protection Board EDPB The European Data Protection Board (EDPB) is an independent European body, which contributes to the consistent application of data protection rules throughout the European Union, and promotes cooperation between the EU’s data protection authorities.
General Data Protection Regulation GDPR The new legal framework on Data Protection that applies directly to all EU Member States.
ICC Code Code of Advertising and Marketing Communication Practice of the International Chamber of Commerce
Information Commissioner’s Office ICO The Information Commissioner’s Office (ICO) is the independent regulatory office in charge of upholding information rights in the interest of the public.
Information Commissioner’s Office ICO UK Data Protection Authority
Information exchange Cooperation between two or more SROs to resolve a case with transnational aspects
Interest-Based Advertisement IBA See OBA
International Association of Privacy Professionals IAPP A nonprofit, non-advocacy membership association that provides a forum for privacy professionals to share best practices, track trends, advance privacy management issues, standardise the designations for privacy professionals and provide education and guidance on opportunities in the field of information privacy.
International Chamber of Commerce ICC The International Chamber of Commerce is the largest, most representative business organization in the world. Its 6 million members in over 100 countries have interests spanning every sector of private enterprise. ICC has three main activities: rule setting, dispute resolution, and policy advocacy.
Interstitial An interstitial is a web page displayed through the AdChoices icon on online ads (or sometimes through a website’s footer). Most interstitial advertisements are delivered by an ad server.
Marketers See Advertisers
Marketing communication Any form of communication produced directly by or on behalf of advertisers intended primarily to promote products or to influence consumer behaviour. In addition to advertising, marketing communications include direct marketing techniques, promotions and sponsorships, among others.
Media Refusal Refusal by media to accept and advertisement, usually at the request of an SRO
Monitoring Examination of adverts by an SRO on its own initiative, for compliance with Codes or legislation
Mutual recognition In the context of cross-border cases, acceptance by the national SRO in an advertisement’s country of destination of the jurisdiction of the SRO in the country of origin
Negotiated Code Code agreed between the industry and statutory authorities
Network Advertising Initiative NAI A non profit self-regulatory association dedicated to responsible data collection and its use for digital advertising.
Online Behavioral Advertising (OBA) OBA The collection and use of previous web browsing activity to deliver relevant advertising.
Opt-In/Opt-Out Express permission by a customer, or a recipient of a mail, email, or other direct message to allow a marketer to send/not to send a merchandise, information, or more messages.
Pre-clearance Examination of an advertisement by a regulatory body, usually as a compulsory pre-condition before it is published or transmitted
Programmatic advertising Purchase of advertising space based on algorithms which automate the buying, placement, and optimization of media inventory via a bidding system, typically in real time, allowing advertisers to identify the demographics of viewers rather than the websites they are visiting.
Sanction Means of enforcing compliance with the rulings of an SRO
Self-Regulation Regulation and control system managed by representatives of a given industry or sector
Self-Regulatory Code Code written and put in place by the industry or sector
Self-Regulatory Organisation SRO Body set up and funded by the advertising industry to apply a Code or rules aimed at ensuring that advertisements are legal, decent, honest and truthful
Sell Side Platform SSP A company that works with web publishers to help maximise the efficiency of the website – and therefore the money received from selling advertising.
Statutory Authority Governmental or public body responsible for the enforcement of legislation or codes
Statutory Code Code having the force of law, usually put in place by legislation or by a governmental body
Substance (Complaint of) Complaint which shows prima facie evidence of a breach of the Code or raises an issue requiring an investigation
Substantiation Evidence that supports claims made in an advertisement
Transparency and Consent Platform TCF Launched in April 2018, the Transparency & Consent Framework aims to help all companies in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation when processing personal data or accessing non-personal or personal data on user devices.
Web Browser Software that retrieves and collects information resources, and arranges and displays the results in a standardised form on a device such as a computer or mobile. Examples include Internet Explorer, Firefox, Chrome, Safari and Opera.
Web Publisher A company that promotes its products and services via its own website and, in this context, sells advertising on the site to help pay for them.
Website Operators WSO A website operator is one who can act as a website administrator and can change or reconfigure the website.
YourOnlineChoices YOC YOC is an informative website and a Consumer Choice Platform managed by EDAA to provide users with clear and easy-to-understand information, as well as greater control, on what is known as “online behavioural advertising“.