Presentation at EDAA Summit in Brussels on 1 March 2016 launching new EU industry principles to promote greater transparency and user control in mobile advertising.

2. ADAPTING THE PROGRAMME TO MOBILE
NICK STRINGER – CHAIR, EDAA

3. Today’s Announcement

4. The Context
• Industry has been working on these Principles as EU
legislators have been debating new data protection
proposals.
• As advertising spend shifts to mobile, we want to deliver
greater transparency & control for users.
• EU industry also aims to be as consistent as possible for
users and businesses with other similar initiatives (eg
US).
• Transparency & control remain at the core of the initiative.

5. What’s new?
• The new Principles confirm the transparency & control
obligations in the mobile web-browsing environment.
• The new Principles recognise that the mobile environment is
different to the desk top one (ie device size, consumer /
technology use etc).
• They also adapt these Principles to three different data
practices: Cross-app data | Location data | Personal Device
Data.

6. Transparency
!

7. Control
Mobile web Device controls Industry app solution
(Coming soon!)

8. Thank you!
www.edaa.eu
@nickstringer