EDAA’s OBA Self-Regulation Programme extends into Mobile

Mobile Principles launched at first ever EDAA Summit on 1 March 2016.

Brussels, 1 March 2016 – The European Interactive Digital Advertising Alliance (EDAA), of which ENPA is a founding member, announces today the launch of new Mobile Principles, adapting the EU Self-Regulatory Programme on Online Behavioural Advertising to the mobile environment. 

The announcement, made at the 2016 EDAA Summit, confirms the application of the existing Principles of transparency and control to mobile web-browsing and extends the scope of the Programme to cover the collection and use of: 

  • cross-application data
  • location data
  • personal device data (such as address book)

to tailor ads to Internet users based on their interests.

The new Principles, as developed by IAB Europe, builds on the existing Self-Regulatory Principles which apply in the desktop environment. The Consumer Choice Platform at www.youronlinechoices.eu is already optimised for mobile browsing. Going forward, companies in the mobile advertising space will be required to provide enhanced notice and choice to consumers with regard to their OBA practices, through the well-recognised ‘OBA Icon’, and Consumer Choice Platform. A pan-European consumer choice mobile app will be released to improve the user experience when exercising choice on mobile. 

Companies’ mobile ad operations shall also be subject to the compliance and enforcement mechanisms under the Self-Regulatory Programme.


For more information consult the EDAA Press Release

The addendum for the application of the OBA Framework to the mobile environment are available here


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The European Newspaper Publishers’ Association (ENPA) is the largest representative body of newspaper publishers across Europe. ENPA advocates for 14 national associations across 14 European countries, and is a principal interlocutor to the EU institutions and a key driver of media policy debates in the European Union.