IAB Europe released its cross-European self-regulatory framework for Online Behavioural Advertising (OBA). The framework, outlining good practice aimed at enhancing transparency and consumer control, has been signed by the online industry's leading businesses. The obligations under the framework seek to enhance transparency when advertisements are delivered using third party OBA (i.e. advertising on websites by other than the web site itself). Consumers will be provided with greater control through a number of new mechanisms. Once the companies fully implement their obligations (the latest by June 2012), all OBA based display ads will contain an icon that signifies to consumers that OBA is used. When the icon is clicked on, the consumer will be directed to a company site with further information and the possibility to turn off OBA ads as well as to the new pan-European website, www.youronlinechoices.eu, that provides further information on OBA in the relevant language as well as a tool to manage data preferences, including turning off OBA with just a few clicks. The major practical achievement of this framework is that it provides full transparency and control to users without limiting their surfing experience. As the obligations are only binding to signatory companies, IAB Europe's OBA framework will be complemented by the European Advertising Standards Alliance's (EASA) Best Practice Recommendations, released on 14 April. These recommendations complement the OBA framework by ensuring that the entire advertising ecosystem adheres to rules that together guarantee that the value chain delivers the objective of enhanced control and consumer choice.
