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New guidance equips consumer with clearer understanding of online behavioural advertising

The European Interactive Digital Advertising Alliance kicks off pan-European campaign with launches in UK and Ireland

EDAA logoThe European Interactive Digital Advertising Alliance (EDAA) has launched the first two phases of a pan-European consumer awareness campaign 'Unzipped', which aims to provide information about online behavioural advertising (OBA) to empower internet users across Europe.

'Unzipped' was launched in the UK on June 13, Ireland on June 24 and will go live in Germany early August, and is funded and coordinated by EDAA with the support of IAB Europe and its local members.

Its aims include raising consumer awareness of the blue, EDAA-licensed OBA icon, which was chosen by the advertising industry to signify ad privacy notice and choice, and is featured on examples of OBA.

By clicking on the ads, consumers are taken to www.youronlinechoices.eu where, in clear, user-friendly language, they can find out about their online ad choices, how online advertising is used to support the sites and services they use and how they can safeguard their privacy.

The education campaign is part of the wider European self-regulatory programme on OBA to create a cross-industry standard for OBA that promotes transparency, choice and control for consumers and is enforced by national advertising self-regulatory organisations.

The campaign, which was designed by Mediacom Beyond Advertising, is based on a concept developed by a team of students at KH Leuven, Belgium, who were finalists in a student competition run by European Association of Communications Agencies (EACA).

Oliver Gray, director general of the EDAA said: “[The campaign] will provide a direct and visually appealing way for consumers to engage via the icon with what the European Self-Regulation Programme is all about: greater transparency, choice and control.”

Dominic Lyle, the director-general of EACA who, together with Jon Chase of Velvet Rock Communications, helped to coordinate the campaign, remarked: “The launch is the result of a great deal of effort from all sectors of the European online advertising ecosystem, involving representative associations at both EU and national level, as well as the direct involvement of companies providing substantial amounts of inventory to ensure the campaign reaches a significant audience across Europe”.

With regard to details of an individual's pharmaceutical prescriptions or medical records, the UK's Direct Marketing Association's Guidelines state that prior express consent must be granted before collecting or using the information for behavioural advertising.

16th July 2013

From: Marketing

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