[ps2id id=’faq-38′ target=”/]The Self-Regulatory Programme on OBA is complementary to applicable European and national law and should not be viewed as a substitute. The self-regulatory work seeks to offer internet users greater transparency and control over behavioural advertising. Many national-level governments explicitly support the initiative and industry remains engaged with the national regulators, European Commission, as well as consumer and civic society groups, as this initiative progresses. This approach recognises that each type of digital business has a role to play in achieving compliance, but that not one solution on its own may necessarily achieve this.
The Programme itself is a self-regulatory initiative aimed to foster transparency in the online advertising environment for all, through delivering consumer-facing information and control solutions with regard to how data is used for interest-based advertising. These solutions are self-regulatory in nature and correspond to industry best practice. They do not provide for or infer legal compliance (including with GDPR), which businesses themselves are responsible for, and should not be seen as such, though many companies may choose to adopt these self-regulatory tools as part of a broader ecology of statutory and self-regulatory solutions. The cross-industry self-regulatory initiative was developed by leading European bodies to introduce pan-European standards to enhance transparency and user control over data used for interest-based advertising. This type of advertising increasingly helps to support the cost of providing content free at the point of access to consumers, and a range of services and applications that internet users can enjoy at little or no cost. The self-regulatory initiative is based upon IAB Europe’s OBA Framework and EASA’s BPR on OBA.