Consumer attitudes toward Online Behavioural Advertising improve for third year running

The latest study conducted by the European Interactive Digital Advertising Alliance (EDAA) into consumers’ views on Online Behavioural Advertising (OBA) reveals that the pan-European initiative to give users greater transparency and control over their privacy preferences continues to improve user attitudes and awareness, with 34% of British users now recognising the AdChoices icon.

The European Advertising Consumer Research Index 2016 conducted on behalf of the EDAA and TRUSTe by Ipsos MORI, ran from 4 – 20 November 2016 and involved over 15,000 participants across fifteen European countries. The results demonstrate that:

Awareness of the AdChoices Icon is growing in nearly all countries surveyed. In Great Britain, 34% recognise it, up from 13% in 2012.

In fourteen countries, at least a quarter of respondents who had seen the icon have clicked on it.

44% report more favourable attitudes to OBA after being presented with information and control mechanisms provided by the programme. You can find more information on the study here.