Consumer Awareness Campaign for OBA launched in Sweden

15 October 2014

The consumer awareness campaign to provide information on how to make an active choice about online “interest-based advertising”, or Online Behavioral Advertising (OBA) launched in Sweden on Monday, October 6th.

In Sweden, SRO member Reklamombudsmannen (Advertising Ombudsman) handles consumer complaints about interest-based online advertising in accordance with the terms of the EASA Best Practice Recommendation on OBA.

The pan-European campaign has been developed and funded by the EDAA (European Interactive Digital Advertising Alliance). Behind the Swedish version of the campaign, are among others, the Interactive Advertising Bureau (IAB)IAB Sweden and the Swedish Advertisers Association. The campaign has been launched with the support of representatives from right across the media industry, with some of Sweden’s largest media owners and advertising tech businesses donating ad inventory (e.g. Aftonbladet, Expressen and Nyheter24). Publishers and media agencies along with other representatives are included in the large number of stakeholders behind the campaign.

Sweden is the fifth market in Europe (after the UK, Germany, Ireland and Greece) to launch the campaign, and the first Scandinavian country to do so. It will run for six to eight weeks with the objective of delivering over 15 million total impressions and aiming to reach at least 40% of all internet users.

The campaign features a zip that opens to reveal the blue, EDAA licensed, OBA icon. By clicking on the ads, consumers are taken to the YourOnlineChoices website where, in clear, user-friendly language, they can learn more about their online ad choices, how online advertising is used to support the sites and services they use and how they can safeguard their privacy.

The ‘AdChoices’ icon is an integral part of the pan-European OBA self-regulatory initiative led by the EDAA and supported by the European Commission, IAB Europe, EASA, EACA and various other organisations acting on behalf of the advertising industry.

Charlotte Thur, CEO of IAB Sweden says: “There are two key points people should be aware of. Firstly helps advertising to pay for content and services consumers get for little or no cost, and interest-based ads are more relevant to the user’s probable interests. The second is that, interest-based advertising is not based on any personal information that identifies a user, but is based on the places previously visited by the user. The research is very clear: when consumers are aware of these issues and know that they are in control, they are much more open to interest-based ads.”

Anders Ericson, CEO of the Swedish Advertisers Association, says: “Self-regulation has historically proven to be the best performing option markets in major changes. We in Sweden has been a pioneer at self-regulation and with this initiative, we will remain in the forefront. “

Oliver Gray, Director General of the EDAA commented, “the launch of the self-regulatory system for OBA in Sweden and running of the consumer awareness campaign is a significant step for the SR Programme. Sweden will become the first Scandinavian country to run the campaign”.

Anders Forssten, Marketing Manager SEQR, states “It is important that we encourage advertisers and require third-party vendors and publishers, so they are careful with the label” Anno selection “in Sweden. The icon looks the same across Europe and the United States, making it an emerging global standard.”

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