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 youronlinechoices.eu 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.