The European Interactive Digital Advertising Alliance (EDAA) is the alliance of industry associations at the heart of the European digital advertising ecosystem. EDAA has been setting standards for transparent online ads since 2012, and today it helps companies comply with industry best practice as well as EU requirements, and stay ahead of future regulatory developments.
EDAA’s approach puts the consumer at the centre by placing the AdChoices Icon, a widely recognised interactive symbol, on or around digital ads, creating a pathway for users to access easy-to-understand information about data-driven advertising as well as a mechanism for exercising informed choice over personalised ads. The type of information carried by the Icon varies by application, currently covering all online data-driven advertising as well as the disclosures required by the EU’s Digital Services Act (DSA) and the Regulation on the Transparency and Targeting of Political Advertising (TTPA).
Governed by EU-level organisations, EDAA works to keep Europe’s self- and co-regulatory approaches consistent and to harmonise how EU digital regulations are implemented across national markets.
Check out our handy glossary if you need help with some of the jargon.
Worldwide partners
The European Interactive Digital Advertising Alliance (EDAA) works closely with other self-regulatory programs worldwide to make the AdChoices program a global endeavour.
