CPCA and ICO begin development of world’s first regulator-approved privacy certification for digital advertising

Published: 09 Oct 2024

9 October 2024, London - Today, the Coalition for Privacy Compliance in Advertising (CPCA) announced it is working with the Information Commissioner’s Office (ICO) to develop the world’s first regulator-approved privacy certification for digital advertising technology. The groundbreaking initiative aims to clarify how the UK General Data Protection Regulation (UK GDPR) applies to digital advertising, increase regulatory clarity and reduce market uncertainty.

The initiative represents a significant step forward in addressing privacy concerns in digital advertising, while providing clarity and certainty for businesses operating in this space.

“There is still confusion around privacy requirements in digital advertising. Some tech platforms have been accused of using privacy as a justification for anti-competitive measures, while independent ad tech providers sometimes sell products and practices with questionable legal compliance. Adding to regulatory certainty will allow the industry to more consistently uphold and protect consumer rights,” said Mattia Fosci, CEO at Anonymised. “This certification scheme aims to apply UK GDPR requirements to ad tech products in a way that creates a regulatory level-playing field for all market participants, from startups to the big platforms.”

The certification is being developed in collaboration with key industry bodies, with representatives from the Incorporated Society of British Advertisers (ISBA), the Association of Online Publishers (AOP) and others set to join CPCA’s governing board in the coming months. The scheme will initially be audited by the Audit Bureau of Circulation (ABC UK).

“ISBA welcomes this groundbreaking initiative as a significant step towards creating a more trustworthy and efficient digital advertising ecosystem. By establishing clear privacy standards and a level-playing field for all market participants, the certification should enhance advertiser confidence in the digital space and enable our members to achieve their marketing goals, while ensuring robust privacy protections for consumers. We believe that this should build consumer trust and drive innovation and growth across the industry,” said Stephen Chester, Director of Media at ISBA.

“We hope the certification becomes a game-changer for publishers in the digital advertising landscape. If approved by the ICO, it should bring much needed clarity to the UK GDPR application in our industry, fostering a more transparent and fair marketplace. This initiative looks to enable publishers to innovate with confidence, knowing they are operating within a clear regulatory framework that protects both consumer privacy and business interests,” said Richard Reeves, Managing Director at the AOP.

The CPCA intends to launch the certification in 2025, subject to the necessary ICO feedback and approval processes. Once established in the UK, the coalition aims to work with European partners to create similar schemes across the European Union, and to further align privacy standards globally.

-Ends-

Notes to editors

About Coalition for Privacy Compliance in Advertising (CPCA)

Founded in 2024 by Mattia Fosci, privacy lawyer and CEO at Anonymised, the CPCA is collaborating with the Information Commissioner’s Office (ICO) to develop the world’s first regulator-approved certification scheme for ad tech. The coalition plans to create similar schemes across the European Union, to further align privacy standards globally.

For more information about CPCA visit: compliantads.org

About Anonymised

Anonymised is the ID-less audience solution for the future - helping advertisers target and measure relevant audiences for increased reach and performance - without using or exposing personal data. Its privacy-enhancing technology couples cross-site data with on-device machine learning to allow accurate targeting and measurement of 100% consented audiences, across all browsers and devices. ID-less advertising is crucial for the future of digital advertising since 60% of the web is already ID-less. Anonymised makes unaddressable audiences targetable and measurable again.

For more information visit: anonymised.io or follow us on LinkedIn.

About the UK GDPR Certification Scheme

Under UK GDPR, the ICO has the power to approve certification schemes covering specific personal data processing operations that form a product, process or service offered by an organisation. For more information, please consult the relevant section of the ICO website: https://ico.org.uk/for-organisations/advice-and-services/certification-schemes/certification-schemes-detailed-guidance/how-do-we-develop-a-certification-scheme/