Self-regulation in the advertising sector is the recognition that the advertising industry (advertisers, agencies and the media) create advertising that complies with a set of ethical rules, namely that it should be legal, decent, honest, truthful. These ethical rules are usually drawn up in the form of a code and the International Chamber of Commerce code very often forms the basis of the national codes. The role of self-regulation is acknowledged in various EU initiatives, including the Audiovisual Media Services Directive (AVMSD).

EASA (European Advertising Standards Alliance)

Europe is the European Advertising Standards Alliance (EASA). EASA has a network of 42 organisations representing 28 self-regulatory organisations (SROs) and 13 organisations representing the ad ecosystem, including EACA. EASA’s role is to set out high operational standards for advertising self-regulatory systems.

EDAA (European Interactive Digital Advertising Alliance)

The European Interactive Digital Advertising Alliance (EDAA) is a cross-industry self-regulatory initiative developed by leading European bodies to introduce pan-European standards to enhance transparency and user control for data-driven advertising (or OBA, online behavioural advertising).

In 2013, EDAA launched the “OBA Icon”, a consumer-facing, interactive symbol that links consumers to an online portal, where they can find information on the practice of OBA as well as a mechanism for exercising informed choice.

In 2022, EDAA conducted a thorough consumer research, YourOnlineVoices.