The European Interactive Digital Advertising Alliance (EDAA) has published its Report into the work being undertaken across Europe to help give consumers greater transparency and control over Online Behavioural Advertising (OBA). OBA involves the collection of information from a computer’s web browser in order to deliver targeted online marketing to the user. The EDAA states that its ongoing roll out of the pan-European Self-Regulatory Programme saw considerable take-up across European markets during 2014, as well as growing consumer awareness of privacy tools. For example, the Report highlights a number of key developments, including: consumer awareness campaigns being rolled out in France, Finland, Greece, Portugal and Sweden; one in 25 European citizens say they have visited for more information about OBA; and over 96 individual companies signing up to the Consumer Choice Platform which is aimed at providing increased control to European consumers.

EDAA 2014 Activity Report