LONDON, July 13, 2012 /PRNewswire/ --

TRUSTed Ads, one of the leading, global self-regulatory platforms for online behavioural advertising (OBA) compliance has been authorised as a Provisionally Approved Icon Provider for the European Interactive Digital Advertising Alliance.

As the only compliance platform to leverage TRUSTe's global privacy brand and reputation for consumer protection, the TRUSTed Ads programme offers advertisers, publishers, agencies and solution providers one of the best ways to achieve reliable, scalable and cost-effective compliance with the privacy standards outlined in the IAB Europe OBA Framework.

Numerous European companies including Adconion UK, MediaMind, and YD - have already standardised on the TRUSTed Ads platform which has the largest OBA-EU compliance footprint, collectively serving billions of impressions in Europe each month.

Alain Heureux, President of the IAB Europe and Chairman of the EDAA, said: "As the organisation responsible for enacting key aspects of the OBA Self-Regulatory Programme in Europe, the establishment of the EDAA will drive greater transparency in the relationship between consumers, websites, technology providers and advertisers. We are pleased that TRUSTe, as a proven industry partner to provide privacy control and self-regulation solutions worldwide, is now partnering with EDAA to facilitate compliance with the Programme."

Danilo Labovic, Managing Director EMEA for TRUSTe, said: "At TRUSTe, we offer a holistic approach to helping businesses develop good privacy practices and grow consumer trust. We are delighted to be working closely with the EDAA and proud to be recognised as a Provisionally Approved Icon Provider by the EDAA and to be a trusted enabler of key aspects of the European Self-Regulatory programme. Combined with the other elements of TRUSTe's EU Privacy Management Suite and our Privacy Certification programmes, we are the only provider in the EU to be able to offer businesses a one-stop-shop for their privacy requirements."

TRUSTe's TRUSTed Ads solution provides a customised version of TRUSTe's well-established OBA compliance platform already in use by the world's largest advertisers, publishers and networks. TRUSTed Ads EU meets self-regulatory requirements, while delivering notice and choice to consumers and features the "Forward i" Advertising Option Icon - the acknowledged global mark for enhanced notice and choice.  Companies in the advertising ecosystem can leverage the TRUSTed Ads platform to provide customised privacy notice and controls for consumers to increase favourability and perceptions about behavioural or other ad targeting.

For more information about TRUSTed Ads please go to http://www.truste.com/ads-eu

About TRUSTe

TRUSTe is the leading global provider of online privacy solutions for business, offering a broad suite of technologies and certifications to help companies build trust and increase engagement across their online channels, including websites, mobile apps, advertising, and cloud services. Over 5,000 companies, including top international brands like Apple, eBay, LinkedIn and Microsoft, rely on TRUSTe to build trust and address evolving and complex privacy challenges. TRUSTe's green Certified Privacy Seal is widely recognised and trusted by millions of consumers worldwide as a sign of responsible privacy practices. For additional information on TRUSTe please visit http://www.truste.co.uk

About EDAA

The European Interactive Digital Advertising Alliance is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach.

Follow the EDAA setup progress on Twitter: @EDAAStatus

Media contacts

For TRUSTe EU media enquiries and interview requests please contact Eleanor Treharne-Jones at The Conversation Company on +44(0)7811-093648 or +44(0)20-7812-0664 or e-mail eleanor@theconversationco.com.

For more information regarding the setup of the EDAA, please contact: info@edaa.eu, T: +32(0)2-513-7806 

SOURCE TRUSTe