TRUSTe & EDAA Research mapping consumer attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) is shortlisted for two IAB Europe Research Awards. TRUSTe and EDAA are delighted to have been shortlisted for two prestigious award categories “Best use of research budget” and “Consumer attitudes and behaviour” in the 2017 IAB Europe Research Awards. This reflects that the joint industry effort in the Self-Regulatory Programme is making a real contribution to the development of the digital advertising industry and supports the strong value that the Programme provides to consumers, business and regulators alike. ‘The research shows that … Continue reading TRUSTe & EDAA Consumer Research Shortlisted for Two IAB Europe Research Awards
The European Advertising Consumer Research Index 2015 provides a comprehensive picture of attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) across 13 European countries surveyed. The study was conducted by Ipsos MORI, on behalf of TRUSTe and the EDAA from 21 October – 13 November 2015 with over 13,000 online adults. We’re delighted that this joint TRUSTe-EDAA research has been shortlisted for the best use of Research Budget. The IAB Europe Research Awards are now in their sixth year and represent industry recognition for innovative research projects and the contribution they have made to the development of the … Continue reading TRUSTe-EDAA Ads Research Shortlisted for IAB Europe Research Award
EU Managing Director | TRUSTe
These new rules mean that as of today (4 February) ads presented to UK consumers based on browsing history data (Online Behavioural Advertising OBA), will have to include information within (or near the ad) explaining to consumers that they have been targeted using OBA and provide a way to opt out. These rules are consistent with the existing IAB Europe Self-Regulatory Framework for OBA, but from now on consumer complaints and enforcement will be handled by the UK Advertising Standards Agency.
The TRUSTe 2012 UK Consumer Data Privacy Study showed that 79% of consumers are aware of OBA and 53% of consumers do not like it. However, the research also showed that good privacy practices make a difference – 51% of consumers are more inclined to click on an advertisement that gives them the option to opt out of online behavioural advertising and 55% are more likely to continue to visit websites from publishers and advertisers that give them the option to opt-out.
One of the easiest ways to give consumers the transparency and choice they want, and comply with the new rules, is through a product such as TRUSTed Ads EU. TRUSTed Ads is the leading, global self-regulatory platform for OBA compliance that enables businesses to seamlessly provide notice and choice within targeted ads through the AdChoices icon. Consumers that click on the icon can then follow the link to “Set Your Ad Preferences”, and opt out of behaviourally targeted advertising through the TRUSTe-powered or IAB-powered Preference Manager. Read more “UK Advertising Standards Agency To Enforce New OBA Rules From Today”