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P&G earns ABC certification for Online Behavioural Advertising

Procter & Gamble (P&G) has become the first advertiser to obtain the EDAA Trust Seal for best practice in Online Behavioural Advertising.

Issued by ABC, the EDAA Trust Seal confirms that a company complies with industry set criteria for dealing with data, technology and delivery techniques when undertaking Online Behavioural Advertising (OBA).

The European Interactive Digital Advertising Alliance (EDAA) self regulatory initiative was developed by leading European trade bodies to combat concerns about data privacy and to enhance transparency and user control for Online Behavioural Advertising. ABC helps companies comply with the EDAA self-regulatory programme and issues the EDAA Trust Seal to those who successfully complete the certification process.

P&G’s receipt of the EDAA Trust Seal signifies how important it is for brands to protect and inform their customers on the sometimes technically complex areas associated with advertising online. It also sets an example to the industry, showing how proactive advertisers are becoming in providing assurance that they are using behavioural data and browser information responsibly, says ABC.

Bob Wootton, Director of Media and Advertising at ISBA comments: “OBA is a useful tool for advertisers to target their messaging effectively. However, in doing so, it is vitally important that they use information responsibly and in a way that benefits their consumers. The EDAA Trust Seal certification, delivered by ABC, is an important step for the online advertising industry to help deliver trust. Congratulations to P&G on becoming the first advertiser to achieve the Trust Seal.”

Jerry Wright, Chief Executive at ABC comments: “We are delighted to issue our first advertiser EDAA Trust Seal to P&G. In achieving this certification, P&G has demonstrated their commitment to complying with industry-agreed standards for Online Behavioural Advertising. Trust is key in successful digital advertising and the ABC stamp demonstrates that P&G has put in place what is needed to engender it.”

Oliver Gray, Director-General at EDAA comments: “It’s a real milestone for the EU Self-Regulation Programme on OBA to see a leading consumer products company - Procter & Gamble - become the first advertiser to be fully compliant and be awarded the EDAA Trust Seal. We hope this encourages other advertisers to do the same as recent research undertaken by EDAA shows a strong link between the appearance of the OBA Icon and heightened trust in the brand.”