EDAA Approves TRUSTe as an Official Certification Provider for the EU Self-Regulatory Programme for OBA
LONDON, July 15, 2013 /PRNewswire/ –
TRUSTe, the leading global provider of data privacy management solutions, has today,
been approved by the European Interactive Digital Advertising Alliance (EDAA) as an
official Certification Provider for the EU Self-Regulatory Programme for Online
Behavioural Advertising (OBA).
As an EDAA-approved certification provider, TRUSTe will be responsible for
independently assessing company compliance with the European Principles on OBA and issuing
the EDAA Trust Seal to companies that can demonstrate they meet the standards required.
The European Principles on OBA will be actively enforced by national self-regulatory
organisations (SROs) across Europe based on the consumer complaints they receive.
Independent research [http://www.truste.com/british-consumer-data-privacy-study ] by
Harris Interactive on behalf of TRUSTe found that 79 per cent of UK consumers are aware of
OBA, and 53 per cent did not like it. However, 51 per cent of UK consumers are more
inclined to click an ad that provides an opt-out option like the EDAA Programme and 60 per
cent of UK consumers check for a seal that indicates privacy approval by an outside
Today’s announcement confirms TRUSTe’s position as the first provider in the market
that is approved by the EDAA to serve the OBA Icon and issue the EDAA Trust Seal. The
TRUSTed Ads – EDAA Compliance Package
[http://www.truste.eu/products-and-services/enterprise-privacy/TRUSTed-ads-eu ] is a
one-stop solution that enables companies to safely collect and use customer data across
mobile and desktop, ensure compliance with the European Principles on OBA and empower
consumers to control how their information is used online.
TRUSTed Ads is currently serving billions of daily OBA Icon impressions worldwide for
some of the world’s top brands and advertisers, and is the only platform to leverage
TRUSTe’s number one consumer privacy brand and fifteen years of experience in providing
market-leading certification and dispute resolution services.
Oliver Gray, Director-General of the EDAA, commented “We are excited to embark on this
new trust phase of the EU Self-Regulatory Programme. With the approval today of TRUSTe we
are looking forward to benefiting from their expertise in offering credible certification
services to the EU Programme.”
Chris Babel TRUSTe CEO said: “We are excited to be forging a strong partnership with
the EDAA and taking such significant strides forward in a shared mission to support the
data economy through empowering consumers and providing simple solutions for businesses.
As a one-stop solution, our TRUSTed Ads – EDAA Compliance Package offers the most
straightforward, scalable and cost-effective way for businesses to achieve compliance with
the European Principles for OBA and to improve trust and increase revenue in their
For details see TRUSTed Ads – EDAA Compliance Package
Notes to Editors