Recently conducted online research shows an icon 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. The study of 15 European countries was commissioned by the European Interactive Digital Advertising Alliance (EDAA), a European industry coalition setup to licence the ‘OBA Icon’ to companies involved in Online Behavioural Advertising across Europe and data privacy management company TRUSTe.
The European Advertising Consumer Research Index 2016 delivers a broad view of attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (The Programme) 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.
Results show that awareness of the OBA Icon is growing in nearly every country where year-on-year data is available. In fact, in Great Britain – the largest digital advertising market in Europe – 34% of those surveyed (up from 13% in 2012) now recognise the Icon. Furthermore, those who have seen the Icon are choosing to find out more – in 14 out of 15 countries surveyed, at least 1 in 4 respondents who have seen the Icon report they have clicked on it. The Programme continues to deliver positive results in terms of attitudes as well. When presented with information provided by clicking on the Icon and having the opportunity to manage their privacy preferences, more than 2 in 5 respondents (44%) across the 15 countries surveyed report being more favourable about the concept of OBA.
“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.” says Chris Babel, CEO TRUSTe.
“This report comes as the European regulatory landscape for the online advertising industry poses significant uncertainty. Therefore, we are proud to demonstrate, through this report and the day to day operation of the Self-Regulatory Programme, that effective ad self-regulation can deliver value to consumers, businesses and regulators, and therefore should be an essential part of the regulatory toolkit” states Nick Stringer, EDAA Chair.