The European Interactive Digital Advertising Alliance (EDAA) just announced its launch of New Mobile Principles, adapting the EU Self-Regulatory Programme on Online Behavioural Advertising to the mobile environment.
“The announcement, made at the 2016 EDAA Summit, confirms the application of the existing principles of transparency and control to mobile web-browsing and extends the scope of the programme to cover the collection and use of cross-application data, location data, and personal device data (such as address book) to tailor ads to Internet users based on their interests,” reports the IAB-UK.
Basically, the new directive, developed by IAB Europe, extends to mobile the principles that were previously applicable in the desktop environment.
“Going forward, companies in the mobile advertising space will be required to provide enhanced notice and choice to consumers with regard to their OBA practices, through the well-recognized ‘OBA Icon’ and Consumer Choice Platform,” explained IAB-UK. “A pan-European consumer choice mobile app will be released to improve the user experience when exercising choice on mobile.”
In addition, companies’ mobile ad operations will be subject to the compliance and enforcement mechanisms under the Self-Regulatory Programme.
“Whilst EU legislators have been discussing new data protection laws, advertising businesses and industry have been implementing practical ways to give users greater transparency and control over behavioural or interest based advertising,” said Nick Stringer, Chair of the EDAA Board. “These new Principles adapt this approach to the mobile environment, reflecting the growth of advertising spend on mobile devices across EU markets.”
Recent EU research discussed at the Summit indicated that both brand advertisers and consumers value ad self-regulation.
“The dynamic of the global digital space is driving the need for the already established EDAA Self-Regulatory Programme to apply beyond the desktop environment,” noted Oliver Gray, the EDAA’s Director-General. “(The) launch of the new Mobile Principles gives a clear industry signal to implement this in Europe over the next few months.”