The European Interactive Digital Advertising Alliance (EDAA)’s principal purpose is to provide the ‘AdChoices Icon’ to companies involved in data-driven advertising across Europe. The AdChoices Icon is a consumer-facing, interactive symbol that links consumers to an online portal, www.youronlinechoices.eu, where consumers can find easy-to-understand information about data-driven advertising as well as a mechanism for exercising informed choice over tailored, personalised ads – if they so wish, consumers may ‘turn off’ personalised advertising by some or all companies.
EDAA is governed by EU-level organisations which make up the value chain of data-driven advertising within Europe and acts to ensure consistency in the European self-regulatory approach.