One of the UK’s biggest advertisers, Procter & Gamble (P&G), has become the first brand to be formally recognised for complying with good practice when using online data to target ads at people.
The EDAA Trust Seal for best practice in online behavioural advertising (OBA), issued to P&G this week by the ABC, confirms that a company complies with industry set criteria for dealing with data, technology and online ad delivery techniques.
“OBA is a useful tool for advertisers to target their messaging effectively,” said Bob Wootton, director of media and advertising at ISBA, the body that represents UK advertisers.
“However, in doing so, it is vitally important that they use information responsibly and in a way that benefits their consumers. The EDAA Trust Seal certification…is an important step for the online advertising industry to help deliver trust.”
The European Interactive Digital Advertising Alliance (EDAA) was developed by leading European trade bodies to combat concerns about data privacy and to enhance transparency and user control for online behavioural advertising.
ABC helps companies comply with the EDAA self-regulatory programme and issues the EDAA Trust Seal to those who successfully complete the certification process.
In a statement, the ABC said P&G’s receipt of the EDAA Trust Seal signifies how important it is for brands to protect and inform their customers on the sometimes technically complex areas associated with advertising online.
“It also sets an example to the industry, showing how proactive advertisers are becoming in providing assurance that they are using behavioural data and browser information responsibly,” the body said.
“P&G has demonstrated their commitment to complying with industry-agreed standards,” said Jerry Wright, chief executive at ABC. “Trust is key in successful digital advertising and the ABC stamp demonstrates that P&G has put in place what is needed to engender it.”
