Transparency in Advertising

Transparency in Advertising


Consumers increasingly want to understand why they see a given type of advertising and control the criteria on which an ad which is served to them. Fostering transparency in advertising is thus a crucial factor to build consumer trust towards brands and advertisers and has an important impact on media agencies. Besides, regulators are concerned about enhancing transparency between ad-tech stakeholders, brands and publishers to increase market competition.

The upcoming regulatory framework increases both transparency between advertisers and consumers (Digital Services Act), as well as between advertisers and online platforms and thus also agencies (Digital Markets Act). Online advertising has been subject to increasing scrutiny in recent years. In response, the industry has come together to increase transparency and choice when it comes to personalised ads, particularly through the website, developed by EDAA. With the coming into effect of the DSA in 2023 and thus of additional transparency obligations on advertisers and platforms, EACA is taking active part in the updating process of YourOnlineChoices.


EACA Comment the DMA Proposal
EACA Policy Brief – Digital Markets Act
EDAA – Your Online Choices – How to manage your own ad experience
EACA Comment on the DSA Proposal