What is the OBA icon? What action do advertisers need to take? When's the deadline?
If you use online behavioural advertising (OBA) you may already be preparing to implement the OBA icon on your ads (as one of several ways you can meet the new regulatory requirement from Europe).
Q. What is the OBA icon?
A. It is a self-regulatory initiative, using this blue triangle logo, to give internet users greater transparency and control over this customised advertising.
Q. How was the icon developed?
A. It is rolling out in the USA, and developed in Europe with IAB Europe supported by the WFA and ISBA.
Q. How does the IAB proposal work for advertisers?
A. You can see the full details here on the Your Online Choices website. A campaign across the EU will make consumers aware of the icon, which will appear on the ads they receive by 1 July 2012.
Q. Who needs to take action?
A. Those companies (mainly third party ad networks) who work with website operators to collect and use information to provide OBA will need to sign up. The icon will be provided by third party ad networks that place cookies on others' websites on behalf of their advertiser clients. First party websites (yours) are not affected.
Q. How does the icon work for consumers?
A. The icon will be served on ads that are targeted or which collect data to target. It links directly to the Your Online Choices site. Here consumers can opt out, express preferences for certain categories of product ads or accept full OBA. Even if they opt out they will of course still see online advertising, but it will not be targeted or tailored to their interests.
Q. Who has signed up?
A. 100 technology businesses and publishers are committed to this EU initiative, which has the full and explicit support of the UK Government and ongoing engagement of the EC in Brussels.
Q. When does it roll out?
A. The icon’s rollout in the UK will begin within the next few weeks.
Q. Who will pay for the icon?
A. Although precise costings have not yet been agreed, it is envisaged that ad networks will bear the cost of licensing the icon. Advertisers should not be expected to pay any costs for inserting the icon into their adverts.
Q. How will it be enforced?
A. The scheme will be backed up by a robust enforcement process including independent auditing and a trading seal.