Moving with the times: Revising our approach to regulating Online Behavioural Advertising (OBA)

Moving with the times: Revising our approach to regulating Online Behavioural Advertising (OBA)

The European Advertising Standards Alliance (EASA) recently launched its revised Best Practice Recommendations (BPR) on Online Behavioural Advertising (OBA), since their initial introduction back in April 2011. These recommendations are designed to provide support and advice to Self-Regulatory Organisations (SROs) and industry members on the practice of advertising self-regulation and forms the core of how the industry practically applies the EU Principles for the self-regulation of OBA. Not only that, but the recommendations, including the revisions, are supported by associations representing the entire OBA value chain.

The scope and application of the recommendations have been extended to make them future-proof, in so far as ensuring their compatibility with the mobile and video advertising environment. These developments in the BPR have been produced in the form of technical guidelines on mobile and video advertising, issued this year.

Strengthened enforcement and compliance is also one of the major revision areas. There is now a basis for extending the codes provisions in this area by SRO’s. As well as detailed compliance handling and enforcement processes clearly set out.
The practical implementation of a BPR at national level is the result of a negotiation process which considers the existing regulatory framework to find an approach best suited to the national circumstances and needs. A national SRO may choose to adopt provisions in its advertising code that go beyond those recommended and some have already done so.
What’s more is that the EASA BPR has also contributed to the revision process for the International Chamber of Commerce’s Consolidated (ICC) Code on Marketing Communication and Advertising, which covers digital interactive media and addresses Online Behavioural Advertising.

Take a look at the updated recommendations here.

Author: Dave Barron, EDAA Project Manager