IAB Europe's 12 guiding principles for the 2024-2029 EU legal agenda

The question

What principles will guide IAB Europe in the upcoming EU legal agenda?

The key takeaway

IAB Europe has published new guiding principles for the 2024-2029 EU legal agenda, aiming to influence EU policy with a focus on inclusivity, safety and innovation. The framework emphasises continued collaboration with industry representatives and the use of market-tested strategies. The principles also highlight commitments from IAB Europe members to develop practices that promote transparency and build consumer trust. 

The background

IAB Europe is the EU's leading advertising and digital marketing industry association, representing the interests of over 5,500 companies across Europe. It aims to advance the industry's priorities, foster collaboration at the policy level, and provide frameworks for its members to follow. In cooperation with national IABs (Interactive Advertising Bureaus), IAB Europe drives the evolution of working practice, industry standards and technology. 
The release of these principles coincides with the formation of a new European Parliament and College of Commissioners, both of which are seeking targeted and evidence-based approaches to key issues in the industry, such as consumer trust, profitability and cross-sector collaboration.  

The development

IAB Europe has published 12 guiding principles with a focus on inclusivity, safety, and innovation. These principles highlight the importance of the advertising industry, which saw approximately $144.6 billion spending across Europe in 2023.

• Inclusivity: The IAB emphasises the importance of promoting choice and diversity in digital advertising services, engaging all relevant stakeholders and fostering dialogue through industry-wide initiatives.
• Safety: Another key priority is strengthening regulation, enhancing privacy protections and increasing public trust. The IAB advocates for targeted strategies and the introduction of 'competitiveness checks' to ensure that policy impacts are positive and balanced. 
• Innovation and Growth: Looking to the future, the IAB stresses the critical role of advertising in economic growth, market coordination, and delivering consumer benefits. The IAB aims to maintain its input in developing future initiatives that will benefit the region. 

Why is this important?

As the largest advertising association in Europe, IAB Europe plays a pivotal role in setting industry standards and influencing policy at the EU level. These new guiding principles will be especially relevant given the incoming EU Commission and their upcoming legal agenda. For IAB Europe's 5,500+ members, they represent a clear path to having their interests reflected in future legislation. Regulations on Transparency and Targeting of Advertising, expected over the 2024 – 2029 period, may incorporate some of these principles. 

Any practical tips?

Membership in organisations like IAB Europe, or national Interactive Advertising Bureaus, provides companies with a platform to shape both EU law and industry practices. Contributing to these guiding principles may help ensure that a company's interests are considered in future regulatory developments.

Autumn 2024