TrustArc Blog

Just Released: TRUSTe & EDAA Research Report

January 12, 2017

TRUSTe & EDAA Research Report: European industry self-regulatory programme delivers favourable impression and increased trust.

Recently conducted research shows an icon (edaa) aimed at providing greater transparency and control over online behavioural advertising (OBA), commonly referred to as interest-based advertising, is improving consumer attitudes towards OBA and growing in awareness.

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The research shows the importance and effectiveness of the industry-led program that empowers consumers to exercise meaningful choice with respect to online behavioural advertising. This consumer-friendly alternative to ad-blockers is helping companies demonstrate their commitment to privacy and supporting the growth of the digital advertising market.

Highlights from the report include:

  • In 14 of the 15 European countries, at least 1 in 4 surveyed said they have clicked on it.
  • Awareness of the Icon with Admarker text increased from last year, on average 6 percentage points to 27%.
  • 44% say they are more favourable towards the concept of OBA when presented with information provided by clicking on the icon and having the opportunity to manage their privacy preferences.
  • More than 1 in 5 in every country surveyed said this makes them trust the brand being advertised more.

The European Advertising Consumer Research Report 2016 delivers a broad view of attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising across 15 European countries surveyed. The study was conducted by Ipsos MORI, on behalf of TRUSTe and the EDAA from 04 – 20 November 2016 with more than 15,000 participants.