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EIAA Westminster Presentation Final

Presnetation I prepared for Alison Fennah of EIAA and that was given at the Westminster Media Forum on 10 September 2009.

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EIAA Westminster Presentation Final

  1. 1. Westminster Media Forum Advertising – Structures and Regulation European Interactive Advertising Association 1 powered by
  2. 2. So what is EIAA? And what does it DO? The European Interactive Advertising Association is a PAN- EUROPEAN trade organisation for the European interactive advertising business. EIAA members are both sellers and providers of interactive advertising space that have established a presence in several markets in the European Union. 2 powered by
  3. 3. 4 Key areas of Activity: 3 powered by
  4. 4. Online Interactive Advertising covers DIFFERENT realities: Search-related advertising what users are looking for Contextual advertising what users are doing Behavioural advertising what users have done Geo-targetted advertising where users are 4 powered by
  5. 5. The value of Online Interactive Advertising is recognised by consumers… Advertising has rendered possible the offering of free content, services and applications that have made consumer experience on the Internet richer and more ACCESSIBLE In the mix, interactive advertising has made ads more RELEVANT and USEFUL to users. 6 powered by
  6. 6. 30% of EU users find online advertising useful 73% of US users are 68% of US consumers interested in receiving personalised ads are aware their browsing information may be collected and only 5% feel concerned about behavioural targeting 6 powered by
  7. 7. …and POLICY MAKER Digital Britain Final Report (June 2009): “If handled properly, new business models such as targeted advertising could be important revenue earners (…) the Government of course needs to uphold protection of privacy and the principle of transparency. This will always remain a guiding principle. But we also need to ensure that apparent concerns are properly assessed and understood, and that artificial barriers do not spring up.(…)” “The Government’s view is that the principles behind the current legislation are SUFFICIENT to protect any violations of data protection law through behavioural advertising.” 5 powered by
  8. 8. So what does this mean? The EU and national legislative frameworks comprise already many rules that cover online advertising (general privacy and eprivacy rules, fair commercial practices, etc) effective solutions are being put in place by the industry and need to be given the time to bear their fruits 7 powered by
  9. 9. Educate Explain e.g. e.g. ad notices EIAA supports a 4 E approach Empower eBay’s model, custom to their site and covers both our notice and opt-out requirements as well as theirs. Enforce e.g. easy to use before considering adding and contextual new rules, the existing ones opt-outs must be enforced 8 powered by
  10. 10. Thank you! EIAA points of contact UK HQ Alison Fennah – Executive Director Tel: +44 1536 712710 Mobile: +44 7712 645263 Brussels Bureau Caroline De Cock – Director Public Affairs Tel/Mobile: +32474840515 9 powered by