TRUSTe & EDAA – European Advertising Consumer Research Report 2016

This Report delivers a broad view of attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (The Programme) across 15 European countries surveyed. The study was conducted by Ipsos MORI, on behalf of TRUSTe and the EDAA from 04 – 20 November 2016 with more than 15,000 participants.

Results show that awareness of the OBA Icon is growing in nearly every country where year-on-year data is available. In fact, in Great Britain – the largest digital advertising market in Europe – 34% of those surveyed (up from 13% in 2012) now recognise the Icon. Furthermore, those who have seen the Icon are choosing to find out more – in 14 out of 15 countries surveyed, at least 1 in 4 respondents who have seen the Icon report they have clicked on it. The Programme continues to deliver positive results in terms of attitudes as well. When presented with information provided by clicking on the Icon and having the opportunity to manage their privacy preferences, more than 2 in 5 respondents (44%) across the 15 countries surveyed report being more favourable about the concept of OBA.

The Report can be accessed here.

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