The official launch of the European Interactive Digital Advertising Alliance (EDAA) took place in Brussels on October 12th, 2012. The launch day also saw the EDAA website www.edaa.eu "go live".

A key role played by the EDAA is the licensing of an interactive icon to identify ads on all websites that are delivered to internet users through online behavioural advertising (OBA) methods, as part of the pan-European self-regulatory programme.

Companies participating in this industry-wide initiative will display the icon in or around online ads and on websites. Through the icon users will be directed to www.youronlinechoices.eu, where they will be able to get further information on what online behavioural advertising is, what data is collected and how it can be managed or controlled by the user.

As part of the self-regulatory programme, compliant companies will also be issued with a trust seal. In order to receive the trust seal companies must first self-certify that they comply with the European Principles for OBA, before being independently assessed by an EDAA-approved certification provider.

In tandem with the launch, the EDAA has also released a request for proposals from companies interested in becoming approved certification providers who will assist in the monitoring of compliance with the trust seal scheme. More information on the trust seal mechanism can be found on the EDAA website.

The official launch of the EDAA and its website aims to drive further awareness and engagement in the European self regulatory programme for online behavioural advertising.

To find out more about the EDAA consult the website www.edaa.eu or contact the EDAA directly (info(@)edaa.eu) or Julia Maier-Hauff, AER Secretary General (Julia.Maierhauff(@)aereurope.org).