We pointed out that the roadmap refers to the voluntary nature of the Code of Practice on Disinformation and the non-legislative nature of the envisaged Guidance (it “will not impose legal obligations”, “a self-regulatory initiative to which signatories will adhere on a voluntary basis”). At the same time, the roadmap speaks about evolving the existing Code into a “co-regulatory instrument” and links it to initiatives that are legal in nature (e.g., the Digital Services Act) or likely to be legal in nature (e.g., Political Advertising).
EACA members are committed to contributing to the fight against disinformation, in particular when it comes to avoiding ad misplacement and inadvertently funding purveyors of disinformation.
Therefore, our members make considerable investments in brand safety practices to prevent advertising from funding illegal and harmful content. This includes specific brand safety policies, the use of technology that can identify and block such content, diligent monitoring of media provision, and cross-sector cooperation on definitions of illegal and harmful content. They also inform and warn customers of the potential risks associated with the placement of ads in specific contexts.
In addition, our members have long contributed to industry-wide transparency mechanisms and initiatives, informing consumers about where an ad is coming from, why they see certain ads and how they can control the types of ads they see.
Our feedback can be found here.