The European Interactive Digital Advertising Alliance (EDAA) is a leading organization in Europe that provides the AdChoices Icon to companies involved in data-driven advertising. Data-Driven Advertising, also known as OBA, involves the collection and utilization of past web-browsing activity to deliver relevant advertising to consumers. The AdChoices Icon serves as an interactive symbol for consumers, connecting them to an online portal called YourOnlineChoices.

eu. At YourOnlineChoices. eu, consumers can easily access comprehensive information about data-driven advertising and exercise informed choice over personalized ads.

If desired, consumers have the option to turn off personalized advertising from some or all companies. EDAA is committed to enhancing the user's online experience and fostering trust in the digital advertising ecosystem. Established in 2012, EDAA was founded by a coalition of European industry stakeholders, including advertisers, advertising agencies, marketing sectors, advertising technology sectors, and media sectors.

Governed by EU-level organizations, EDAA ensures consistency in the European self-regulatory approach. Their guiding principles are outlined in the European Industry Self-Regulatory Framework and the Best Practice Recommendation for Online Behavioural Advertising. To learn more about EDAA's governance and industry terms, check out their website and glossary