European online ad industry commits to self-regulation

IAB Europe has launched a pan-European self-regulatory framework for online behavioural advertising.

The framework, which outlines good practice aimed at enhancing transparency and consumer control, has been signed by the online industry’s leading businesses, including the main trade bodies representing advertisers, agencies and publishers.

It has been put in place to improve consumers’ awareness and ability to control online behavioural advertising and will see the introduction of an icon in or around the display ad.

With one click the icon will provide consumers with further information about behavioural advertising in the relevant European language as well as a way to manage information preferences or to stop receiving behavioural advertising via a new pan-European website – www.youronlinechoices.eu. The icon is being piloted in the UK.

The framework aims to provide consumers with enhanced transparency and control without disrupting their online experience.

In a speech to the CBI on 29 March, communications minister Ed Vaizey expressed support for the initiative calling the icon an “example of where industry-led solutions can provide an answer”.

Guy Phillipson, chief executive of IAB UK and chair of IAB Europe said: “New online advertising techniques require the trust of consumers. The introduction of an icon across Europe will inform consumers about behavioural advertising and provide them with the tools to manage their preferences. The new system will be backed up by a combination of a new compliance and enforcement mechanism as well as the tried and tested approach for advertising self-regulation.”