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WFA represents marketers at EU Consumer Summit
Date: 03/04/2009
On 1-2 April 2009, the European Commission held its Consumer Summit to address ‘consumer trust in the digital marketplace'. Organised by the Directorate General for Health and Consumer Protection, the two-day conference focused on online advertising and related privacy issues. It was preceded by a Digital Roundtable for key stakeholders, also chaired by the European Commission, at which WFA represented the advertisers' point of view.
Discussions focused on data collection and profiling techniques which allow emerging forms of advertising such as ‘behavioural targeting'. The events highlighted concern among the Commission and NGOs about the adequacy of current rules and the ability of industry self-regulation to protect consumer interests.
The Digital Roundtable and Consumer Summit marked a shift in the debate about online marketing issues, in which advertisers have so far played a secondary role to major online operators. The specific role of advertisers and brands with regard to responsible online marketing practices was a recurring theme during the three days.
Meglena Kuneva, EU Commissioner for Consumer Protection sent a clear warning signal that if the advertising industry did not respond to concerns about privacy in online advertising via self-regulation, the European Commission would not hesitate to regulate.
The key issues on which the industry is called to self-regulate include transparency and consumer control in data collection, as well as a particular emphasis on the special standards required for children. The potential for discrimination among consumers on the basis of targeted marketing was also raised.
Next steps: The European Commission expects to step up discussions with industry about possible self-regulatory approaches before considering regulatory options more actively. The review of the EU Data Protection Directive, due in 2010, could provide the framework for any new statutory rules.
For more information please contact Malte Lohan: [email protected]
