London, – July 15, 2013– TRUSTe, the leading global provider of data privacy management solutions, has today, been approved by the European Interactive Digital Advertising Alliance (EDAA) as an official Certification Provider for the EU Self-Regulatory Programme for Online Behavioural Advertising (OBA).

As an EDAA-approved certification provider, TRUSTe will be responsible for independently assessing company compliance with the European Principles on OBA and issuing the EDAA Trust Seal to companies that can demonstrate they meet the standards required. The European Principles on OBA will be actively enforced by national self-regulatory organisations (SROs) across Europe based on the consumer complaints they receive.

Independent research by Harris Interactive on behalf of TRUSTe found that 79 per cent of UK consumers are aware of OBA, and 53 per cent did not like it. However, 51 per cent of UK consumers are more inclined to click an ad that provides an opt-out option like the EDAA Programme and 60 per cent of UK consumers check for a seal that indicates privacy approval by an outside organisation.

Today’s announcement confirms TRUSTe’s position as the first provider in the market that is approved by the EDAA to serve the OBA Icon and issue the EDAA Trust Seal. The TRUSTed Ads – EDAA Compliance Package is a one-stop solution that enables companies to safely collect and use customer data across mobile and desktop, ensure compliance with the European Principles on OBA and empower consumers to control how their information is used online.

TRUSTed Ads is currently serving billions of daily OBA Icon impressions worldwide for some of the world’s top brands and advertisers, and is the only platform to leverage TRUSTe’s number one consumer privacy brand and fifteen years of experience in providing market-leading certification and dispute resolution services.

Oliver Gray, Director-General of the EDAA, commented “We are excited to embark on this new trust phase of the EU Self-Regulatory Programme. With the approval today of TRUSTe we are looking forward to benefiting from their expertise in offering credible certification services to the EU Programme.”

Chris Babel TRUSTe CEO said: “We are excited to be forging a strong partnership with the EDAA and taking such significant strides forward in a shared mission to support the data economy through empowering consumers and providing simple solutions for businesses. As a one-stop solution, our TRUSTed Ads – EDAA Compliance Package offers the most straightforward, scalable and cost-effective way for businesses to achieve compliance with the European Principles for OBA and to improve trust and increase revenue in their business.”

Notes to Editors

  1. 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 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
  2. For EDAA media enquiries, please contact Dave Barron at [email protected] or call +32 (0)2 213 4180

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

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