Certification plan aims to finally tackle online ad privacy

Key players in the marketing and publishing industry are working with the Information Commissioner’s Office in an attempt to finally tackle widespread confusion over the legality of digital advertising by developing what they claim will be the world’s first regulator-approved privacy certification scheme.

The plan is being led by the newly formed Coalition for Privacy Compliance in Advertising (CPCA), founded by privacy lawyer and Anonymised chief executive Mattia Fosci.

It has already signed up key industry bodies, with representatives from ISBA and the Association of Online Publishers (AOP), with others set to join CPCA’s governing board in the coming months. The scheme will initially be audited by the Audit Bureau of Circulation (ABC UK).

Despite GDPR now being in force for more than six years, the initiative aims to finally clarify how the legislation applies to digital advertising, increase regulatory clarity and reduce market uncertainty.

The CPCA claims the move represents a significant step forward in addressing privacy concerns in digital advertising, while providing clarity and certainty for businesses operating in this space.

Fosci said: “There is still confusion around privacy requirements in digital advertising. Some tech platforms have been accused of using privacy as a justification for anti-competitive measures, while independent adtech providers sometimes sell products and practices with questionable legal compliance.

“Adding to regulatory certainty will allow the industry to more consistently uphold and protect consumer rights. This certification scheme aims to apply UK GDPR requirements to adtech products in a way that creates a regulatory level-playing field for all market participants, from startups to the big platforms.”

The CPCA intends to launch the certification in 2025, subject to the necessary ICO approval processes. Once established in the UK, the coalition aims to work with European partners to create similar schemes across the European Union, and to further align privacy standards globally.

ISBA director of media Stephen Chester said: “We welcome this groundbreaking initiative as a significant step towards creating a more trustworthy and efficient digital advertising ecosystem.

“By establishing clear privacy standards and a level-playing field for all market participants, the certification should enhance advertiser confidence in the digital space and enable our members to achieve their marketing goals, while ensuring robust privacy protections for consumers. We believe that this should build consumer trust and drive innovation and growth across the industry.”

AOP managing director Richard Reeves added: “We hope the certification becomes a game-changer for publishers in the digital advertising landscape. If approved by the ICO, it should bring much needed clarity to the UK GDPR application in our industry, fostering a more transparent and fair marketplace.

“This initiative looks to enable publishers to innovate with confidence, knowing they are operating within a clear regulatory framework that protects both consumer privacy and business interests.”