Protecting IPRs, improving brand safety: EACA signs “Follow the Money” memorandum

Brussels, 25 June 2018: Under the presence of European Commission Vice-President Andrus Ansip, EACA signed a memorandum of understanding (MoU) on online advertising and intellectual property rights (IPRs), more commonly referred to as “Follow the Money”.

Under the MoU, EACA commits to encourage its members to sign the MoU and to minimise the placement of advertising on websites and mobile applications that infringe copyright or that disseminate counterfeit goods on a commercial scale.

EACA was represented by Tamara Daltroff, Director of European Affairs who said: “Reconciling the interests of 30 different stakeholders has been a long process but was definitely worth the effort. Today, we can send a collective and positive signal and show our commitment to limiting any revenues that harmful websites and applications may receive from advertising. This will help increase consumer trust online, dissociate advertising revenues from IPR infringements and increase brand safety.”

The four-year drafting process brought together stakeholders responsible for placing, buying, selling and/or facilitating advertising online as well as other parties involved in the fight against IPR infringements. Besides EACA, signatories include, e.g. GroupM, Publicis Groupe, Google, the World Federation of Advertisers, DoubleVerify, the Trustworthy Accountability Group, the European Gaming and Betting Association and IAB Europe.

For more information, please contact Sofia Karttunen, European Affairs Officer at sofia.karttunen[at]