FEDMA’s Code of practice provides an interpretation of the European Data Protection Directive from 1995 in terms designed to be understood by direct marketers. The code was approved in 2003 by the Data Protection Authorities at European level in the article 29 Working Party, making the FEDMA code a recognised interpretation of European data protection rules. FEDMA and its DMA members are working to update this code in compliance with the GDPR. FEDMA provides regular updates to its members on its Code of Conduct.

The Online Communications Annex

The Online Communications Annex, is an addition of the FEDMA code, dedicated to electronic communication. The online Annex clarify the rules for the collection and use of electronic mail Data for Marketing. The online annex was approved in 2010 by the Data Protection Authorities at European level in the article 29 Working Party, making it a recognised interpretation of European data protection rules. Read the full annex here.

Self-Regulation

In addition, FEDMA sits on the board of EASA and EDAA.

EASA has a network of 42 organisations representing 28 advertising standards bodies (also called self-regulatory organisations) from Europe and 13 organisations representing the advertising ecosystem (advertisers, agencies, the media, etc.) and 1 digital pure play company. EASA’s role is to set out high operational standards for advertising self-regulatory systems, as set out in the Best Practice Model and EASA’s Charter.

EASA helps to make sure that ads are legal, decent, honest, truthful, prepared with a sense of social responsibility and created with due respect to the rules of fair competition. The well-enforced ad standards are established by EASA. These ensure that ad self-regulation is better regulation.

The European Interactive Digital Advertising Alliance (EDAA) manages the European self-regulatory programme for Data-Driven Advertising (or Online Behavioural Advertising/OBA). EDAA provides the ‘AdChoices Icon’ to companies involved in data-driven advertising across Europe, which consists of the collection and use of previous web-browsing activity (through cookies) to deliver relevant advertising to the consumer.

The AdChoices Icon is a consumer-facing, interactive symbol that links consumers to an online portal, YourOnlineChoices.euwhere anyone can find easy-to-understand information about data-driven advertising as well as a mechanism for exercising informed choice over tailored, personalised ads – if you so wish, you may ‘turn off’ personalised advertising by some or all companies.