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.