EDAA announces TRUSTe as an Approved Icon Provider

London, 24 June 2013 - TRUSTed Ads, a leading, global self-regulatory solution for online behavioural advertising (OBA) compliance has been announced today as an Approved Icon Provider for the European Interactive Digital Advertising Alliance (EDAA).

The TRUSTed Ads privacy platform leverages TRUSTe's globally recognised privacy brand and reputation for consumer protection, offering advertisers, publishers, agencies and advertising networks one of the best ways to achieve reliable, scalable and cost-effective compliance with the privacy standards outlined in the IAB Europe OBA Framework.

Independent research by Harris Interactive on behalf of TRUSTe found that 79% of UK consumers are aware of OBA, and 53% did not like it. However, 51% of UK consumers are more inclined to click an ad that provides an opt-out option like the EDAA programme, which is important for the industry. TRUSTed Ads meets self-regulatory requirements, while delivering the OBA Icon – the acknowledged global mark for enhanced notice and choice.

With TRUSTed Ads, companies in the advertising ecosystem can easily implement campaigns and provide customised privacy notice and controls to empower consumers with transparency, choice and control over behavioural advertising. The TRUSTed Ads solution is based on TRUSTe’s highly successful technology already serving billions of impressions per day.

Oliver Gray, Director-General of the EDAA said: "We’re pleased to confirm TRUSTe as a valued partner for our Self-Regulatory Programme. Their support will further facilitate the roll out and visibility of the OBA Icon across European markets."

Chris Babel TRUSTe CEO said: "Through our joint efforts with the EDAA as an Approved Icon Provider, we further underscore our position to serve as a trusted advisor to help businesses navigate complex privacy challenges and understand key aspects of the European Self-Regulatory landscape. TRUSTe’s holistic approach helps businesses to develop good privacy practices and grow consumer trust."

For more information about TRUSTed Ads please go to www.truste.com/ads-eu

Notes to Editors:

  1. TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across their customer, employee, and vendor channels. Our SaaS-based DPM Platform gives users control over all phases of data privacy management from conducting assessments and implementing compliance controls to managing ongoing monitoring. Our DPM Services, including assessments and certifications, are delivered by an expert team of privacy professionals. Thousands of companies worldwide rely on TRUSTe to minimize compliance risk and protect their brand.
  2. The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach. More information can be found at www.edaa.eu.
  3. TRUSTe EU media enquiries please contact Eleanor Treharne-Jones at +44 (0) 7811 093648 or e-mail eleanor@truste.com
  4. For more information on the EDAA, please contact: info@edaa.eu T: +32 (0)2 513 7806