AdChoices Feature For Google Display Network In Europe

If you are in online business and associated with online marketing services, then you need to know this:

We have a deep analysis about the Online Behavioural Advertising (OBA) law which was recently accepted in Europe. Europe’s Online Advertising Industry agrees on Online Behavioural Advertising (OBA) Guidelines as it’s more transparent and under user control.

Last year in the U.S., we launched the AdChoices Icon on the Google Display Network. AdChoices is an industry standard “i” icon that expands to “AdChoices” when users move their cursor over the icon. Giving users clear notice about the ads they see is a high priority for Google and for many in the online advertising industry at large. Users who click this label are taken to a page where they can learn more about online advertising and the ads they see.

We’re now rolling out the AdChoices feature across Europe, supporting industry-wide efforts to provide more information to consumers. We’ll soon start to change our “Ads By Google” in-ads notice icon to a new icon that expands to an “AdChoices” label. These notifications were developed by the Interactive Advertising Bureau (IAB Europe)-led Self-Regulatory Program for Online Behavioral Advertising to proactively give users notice and choice about the ads they see. With the adoption of a common icon users will see on ads across the web, we hope to show our support for the industry-wide initiative and to increase users’ understanding about their choices.

Over the next few weeks, we’ll start showing the new icon and label on most ad formats across the majority of European-language sites. Over time, we’ll expand the notice to ensure that all European-language publisher sites in the Google Display Network come within the Self-Regulatory Framework. This will be the single largest rollout of the “AdChoices” label to date, and we’re encouraged that others in the industry are also adopting the label.

Online Behavioural Advertising Framework as per The New Europen law.
IAB Europe released on April 14th 2011 its cross-European self-regulatory Framework for Online Behavioural Advertising (OBA). The Framework, outlining good practice aimed at enhancing transparency and consumer control, has been signed by the online industry’s leading businesses (see the list below).

The obligations under the Framework seek to enhance transparency when advertisements are delivered using Third Party OBA (i.e. advertising on websites by other than the website itself). Consumers will be provided with greater control through a number of new mechanisms: once the companies fully implement their obligations (the latest by June 2012), all OBA based display advertisements will contain an icon that signifies to consumers that OBA is used. When the icon is clicked on, the consumer will be directed to a company site with further information and the possibility to turn off OBA advertisements as well as to the new pan-European website,, that provides further information on OBA in the relevant language as well as a tool to manage data preferences, including turning off OBA with just a few clicks. The major practical achievement of this Framework is that it provides full transparency and control to users without limiting their surfing experience.

The OBA Framework principles provide for:

  • Education for consumers and businesses about OBA in general and the OBA Framework;
  • Transparency about data collection and use practices associated with OBA, providing consumers with clear, meaningful and prominent notice through multiple mechanisms;
  • Consumer control over OBA;
  • Appropriate data security for, and limited retention of, data collected and used for OBA purposes;
  • Limitations on the creation of segments to specifically target children;
  • Limitations on the collection of Sensitive Personal Data collected and used for OBA;
  • Compliance and Enforcement mechanisms to ensure the effectiveness of the OBA Framework, including seal that will be granted to compliant companies, signifies to other businesses that the seal holder adheres to the obligations under the OBA Framework has been checked and was deemed compliant.

Following is an example of AdChoice which explains you what links are given you in AdChoice option

After Clicking the AdChoice icon adchoice icon on the adds that displays in the websites. You will get an AdChoice box such as this which take you to the page where you can learn more about online advertising and the ads they are shown below.


From the above AdChoice box, you will get three links to discover. First one is the below given one.


The second link takes you to the below given link. In this website, you would be able to find good insights about online behavioral advertising and online privacy.


And the third link will take you to the AdRoll website where you can review the privacy policy.