London, – June 24, 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 recognized 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 customized 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.”

Notes to Editors:

  1. The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organization 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 online consumer choice platform. EDAA is governed by EU-level organizations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach. More information can be found at
  2. For more information on the EDAA, please contact: [email protected] T: +32 (0)2 513 7806

About TRUSTe

TRUSTe powers privacy compliance and trust by enabling businesses to use data across their customer, employee and vendor channels. We have nearly 20 years’ experience and a team of over 150 professionals dedicated to providing data privacy management solutions and services, including assessments, certifications and our SaaS-based Platform. The Data Privacy Management Platform provides control over all phases of privacy; from conducting assessments and implementing compliance controls to managing ongoing monitoring. Companies worldwide rely on TRUSTe to minimize compliance risk and protect their brand. For further information see

For media inquiries, please contact: [email protected]