EDAA’s 2016 Activity Report sets out the range of activities carried out by the EDAA in 2016 and highlights how people continue to be aware of, and manage, their advertising preferences using the tools available to them via the Programme. This is demonstrated by the EDAA / TRUSTe research conducted, in collaboration with IPSOS MORI, across 15 EU markets (see page 13).
Results show that awareness of the OBA Icon is growing in nearly every country where year-on-year data is available. 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.