What we Do
- Illuminate digital landscape
- Guide responsible advertising
- Empower with AdChoices
- Provide compliance framework
- Create transparent ecosystem
- Thrive with informed choices
About Adchoices.me
The purpose of the Digital Advertising Alliance Middle East Self-Regulatory Program is to empower consumers with the knowledge and tools they need to take control of their online advertising experience through the AdChoices Icon, while also providing advertisers with a framework for compliance and ethical advertising practices. By fostering transparency, consumer choice, and collaboration between consumers and advertisers, we strive to create a brighter, more transparent and productive online ecosystem where all stakeholders can thrive and make informed choices, ultimately working towards making the digital world a better place for all.
Vision & Mission
Our vision is to create a more transparent and consumer-friendly online advertising ecosystem in the region, where consumers have the ability to make informed choices about the ads they see and advertisers are held to high ethical and responsible standards
Our mission is to promote transparency and consumer choice in online advertising in Middle East through a self-regulatory program, while fostering a culture of responsibility and collaboration among industry stakeholders.
Core Values
The DAA Middle East Self-Regulatory Program is guided by a set of core values, including transparency, consumer choice, responsibility, and collaboration. We believe in the importance of working with industry stakeholders to promote responsible and ethical practices, and we are committed to providing consumers with the information and tools they need to make informed decisions about their online advertising experiences.
How does transparency enhance trust?
Transparency in online advertising practices involves acting in an open and honest way, providing clear and accurate information about the ads consumers see. This helps to build trust with consumers by demonstrating that the industry is committed to responsible and ethical practices.
How does empowering consumer choice promotes fairness?
Empowering consumers to make informed decisions about the ads they see online, through the provision of information and control over their online advertising experience. This helps to promote fairness and respect for consumer preferences by giving them the power to control their online advertising experience.
Why is promoting responsibility important?
Promoting a culture of responsibility among industry partners is important because it helps to create a safer and more productive online ecosystem for all. By holding industry partners to high ethical and responsible standards in their advertising practices, it helps to ensure that the ads consumers see are accurate, fair, and respectful.
How does collaboration lead to effective solutions?
Collaboration involves working in partnership with industry stakeholders to promote responsible and ethical practices in online advertising. This helps to foster a culture of cooperation and mutual understanding, leading to more effective and sustainable solutions for all stakeholders. By working together, the industry can develop and implement responsible and effective advertising practices that benefit both consumers and advertisers.
For Consumers
- Ensure transparency in online advertising
- Empower consumer choice
- Provide consumers with information
- Facilitate informed decisions for consumers
For Advertisers
- Promote responsibility in the industry
- Collaborate with industry stakeholders
- Uphold ethical practices for all
- Strive for excellence in all actions
BUILDING TRUST & TRANSPARENCY
Enhanced Transparency and Control in
Digital Advertising through DAA
DAA Asia & Middle East is dedicated to boosting transparency and empowering consumer control in digital advertising across the region. By incorporating the AdChoices Icon in digital ads, consumers are instantly aware of a brand's commitment to responsible data usage.
A Novel Platform to Enlighten Consumer
Choices
When a consumer interacts with the AdChoices Icon—typically located at the top corner of digital advertisements—they are directed to YourOnlineChoices.com . This consumer-centric platform unravels the intricacies of data-driven advertising, educating consumers about their choices for managing the collection and utilization of their data by participating businesses.
Empowering Consumer Control over
Personal Data
DAA Asia & Middle East's initiative provides a valuable tool to consumers, handing the reins of personal data control back to them. The transparent practices promoted by the AdChoices Icon and the YourOnlineChoices.com platform instill confidence in consumers regarding their digital advertising interactions. It enables consumers to make educated decisions regarding their data collection and usage, cultivating a more secure and trust-infused digital environment.
OUR
MISSION
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DAA Asia & Middle East is dedicated to empowering consumers by providing control over their online advertising experience. We promote transparency, responsibility, and collaboration among industry partners to foster a more vibrant, transparent, and productive online ecosystem.
FOR
CONSUMERS
02
DAA's Self-Regulatory Programme prioritizes responsible advertising practices, ensuring netizens have greater transparency, choice, and control over data-driven advertising.
TRUST EMPOWERED. INNOVATION UNLEASHED
03
OUR
PRINCIPLES
DAA's self-regulatory program for OBA rests on seven foundational principles for transparency, consumer choice, responsibility, and collaboration, aimed at creating a safer and more productive online ecosystem.
04
OUR
COMPANIES
The DAA Global Self-Regulatory Programme includes hundreds of global companies and has been curated by leading global bodies across the digital advertising ecosystem, from publishers to advertisers. Starting with India & UAE, the DAA Asia & Middle East program aims to implement and enforce standards on the practice of OBA, thereby contributing to a thriving, ethical, and privacy-conscious digital ecosystem.
The DAA Asia & Middle East’s Comprehensive
Self-Regulatory Program
Crafted in close partnership with key stakeholders in the online advertising industry, DAA Asia & Middle East offers a robust self-regulatory program that is future-focused and technology-neutral. This program ensures adaptability and flexibility in the rapidly changing digital landscape.
Augmented transparency, control, and
legislation-compliance
This program enables advertisers to provide an exceptional level of transparency and control to consumers concerning data usage. Additionally, it complements existing legislative frameworks, ensuring compliance while promoting innovative and ethical advertising strategies.
Re-establishing consumer trust and fostering
innovation
For brands, the real strength of the program lies in its capacity to rebuild and enhance consumer trust. By employing the program's tools to exhibit a commitment to responsible data use, brands can foster more meaningful, trust-based relationships with consumers. Moreover, it supports industry growth, encourages innovation, and guarantees the sustained importance of the online advertising industry in the digital sector's evolution across Asia and the Middle East.
STEP 1 – APPLY TO START USING THE ADCHOICES ICON
Participation in our self-regulatory program necessitates the use of the 'AdChoices Icon' as a means of providing enhanced notification of Data-Driven Advertising (also referred to as Online Behavioural Advertising – OBA) practices to consumers. The program welcomes all companies involved in data-driven advertising, both first and third parties, to apply to integrate the Icon.
A core principle behind our self-regulatory program, whether in India or the UAE, is the mandate for entities involved in data-driven advertising to clearly inform consumers about their data collection and usage practices. This transparency is achieved via the consumer-facing 'AdChoices Icon'.
Companies participating in the program may supplement the 'AdChoices Icon' with approved text for their respective markets, adhering to regional norms and standards. Details for such text and other technical instructions for integrating the Icon can be found in the Technical Specifications for implementing our Self-Regulatory Framework on Data-Driven Advertising.
It's essential for companies to understand their business model obligations when they engage in the program. In the context of Data-Driven Advertising, companies may play various roles, sometimes even more than one. For example, a company can:
OPERATE AS A WEBSITE
PUBLISHER BY:
• Permitting third parties to collect data for Data-Driven
Advertising on their owned and operated websites;
• Allowing ads to be placed on their owned and operated
websites by third parties that utilize Data-Driven
Advertising data.
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02
FUNCTION AS A
THIRD PARTY BY:
• Showcasing ads on non-affiliated websites, using owned or
acquired Data-Driven Advertising data;
• Collecting data online for Data-Driven Advertising purposes
or using Data-Driven Advertising data to deliver ads.
• Adherence to these roles paves the way for an active 3-Step
Process for participation in the program.
TAILORED APPROACHES BASED ON YOUR COMPANY'S UNIQUE BUSINESS MODEL
| 1. | 2. | 3. | 4. | 5. |
|---|---|---|---|---|
| If your business activities entail active involvement in Third-Party Data-Driven Advertising - deploying data to curate ads for websites that are beyond your ownership or control - we highly encourage you to apply for using the AdChoices Icon. | If you find yourself actively participating in Third-Party Data-Driven Advertising by amassing data for such advertising from websites you don't own or control, integration with the Consumer Choice Platform should be your next move. | If you collect and leverage Data-Driven Advertising data from websites outside your ownership or control, then both the application for the AdChoices Icon usage and integration with the Consumer Choice Platform should be your way forward. | If you channel your ads through Third Parties like advertising agencies or ad networks, and these entities gather and/or utilise Data-Driven Advertising data to showcase your ads, you should affirm that such partners are already offering a clear notice of their Data-Driven Advertising practices. | As a Website Operator, if a Third Party is not furnishing the 'enhanced notice' by placing the AdChoices Icon in or around ads showcased on your site, it falls upon you to provide a notice. This notice, considered an 'adequate disclosure' under our self-regulatory framework, ensures the transparency of Data-Driven Advertising practices. |
STEP 2 –INTEGRATE ON THE CONSUMER CHOICE PLATFORM
If your organization actively collects data for Data-Driven Advertising initiatives or delivers advertisements to consumers based on such data, you may also register for the Consumer Choice Platform.
"Definition - The Consumer Choice Platform in India/UAE offers integration opportunities for companies that are actively involved in the collection of Data-Driven Advertising data and/or delivery of Data-Driven advertisements. ""Integration"" in this context implies that your company will join the league of participating organizations who empower consumers with choice and control. This allows consumers the flexibility to switch off (or switch back on) online behavioural advertising as per their preference.
The primary goal of the Consumer Choice Platform is to empower consumers while safeguarding the practice of Data-Driven Advertising as a responsible business activity in the Indian/UAE digital advertising landscape. This platform effectively balances consumer empowerment with the innovative needs of the business community."
STEP 3 –COMPLY WITH THE DAA ASIA & MIDDLE EAST SELF-REGULATORY PRINCIPLES FOR DATA-DRIVEN ADVERTISING
Self-Certification
Within 6 months of commencing the use of the AdChoices Icon or being integrated into the Consumer Choice Platform, participating companies will be obliged to self-certify their compliance with the DAA Asia & Middle East Principles.
The self-certification of compliance will be tailored to the requirements applicable to each participating company's business model. However, if a company is subject to multiple obligations, the self-certification must encompass all such applicable provisions. In essence, if a company performs multiple roles within the advertising ecosystem, it should comply with the requirements pertinent to each of those roles.
Note: Self-certification of compliance under the Self-Regulatory Programme does not exempt companies from fulfilling their obligations under the respective national laws of the country they apply for - currently available for India and the UAE.
Submission of your self-certification of compliance to DAA Asia & Middle East should be executed by:
• Utilizing the self-certification online form, or
• Using the PDF version which can be downloaded from our website.
This form is the technical means for companies to submit their self-certification of compliance to DAA Asia & Middle East. The data collected via this form will exclusively be used by DAA Asia & Middle East and by approved Independent Certification Providers, and only for the specific purpose of ensuring compliance with the Self-Regulatory Programme.
Once your submitted form is processed, your company's name will be enlisted among the self-certified companies on DAA Asia & Middle East’s website. Once submitted, DAA Asia & Middle East will directly receive your self-certification; you will also receive a copy of the submission and a confirmation email of receipt. If you do not receive this email, please reach out to us at info@adchoices.asia or info@adchoices.me
Please note, the applicant needs to apply by geography, that is, by country. License fees will vary depending on the number of countries chosen. At present, applications are being accepted for UAE & India.