IAB Europe (Interactive Advertising Bureau Europe)

Report March 2025

Submitted
 
IAB Europe (Transparency Register: 43167137250-27) is the European-level association representing the broad digital advertising and marketing ecosystem. Its members include media, technology, and marketing companies, as well as national IABs. It comprises 25 national associations, whose 5,000+ members include advertisers, agencies, publishers, and technology companies.

IAB Europe understands the complexity of combating disinformation and recognizes its importance for the digital ecosystem to continue offering reliable information. This is in the best interest of all parties involved, as access to truthful information promotes confidence in the digital space and benefits the overall health of the digital ecosystem.

The Association and a number of its members were original signatories of the first Code in 2018. Since then, IAB Europe, in its role as a trade association signatory, has been promoting the Code within the industry and advocating for ongoing collaboration on it throughout the digital ecosystem.

After the signing of the 2022 CoP, IAB Europe participated in the post-signing activities of the Taskforce Group and became part of the Ad Scrutiny, Monitoring and Reporting, and Outreach and Integration Subgroups of the Taskforce. In those, the association shared the point of view from the digital advertising ecosystem when needed.

As stated in the Code, as a trade association, IAB Europe, when adhering to this Code, does not enter into obligations on behalf of its members. 

In this annual report, due to its nature as a trade association, IAB Europe only reports on the mandatory commitments and those linked to its efforts in promoting the Code within the industry, as well as the association's participation in the Task Force and its subgroups.

IAB Europe will continue to educate the industry on the significance of the CoP and its commitments to maintaining a digital space that offers accurate information and viewpoints that are accessible and affordable to all citizens.

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Commitment 1
Relevant signatories participating in ad placements commit to defund the dissemination of disinformation, and improve the policies and systems which determine the eligibility of content to be monetised, the controls for monetisation and ad placement, and the data to report on the accuracy and effectiveness of controls and services around ad placements.
We signed up to the following measures of this commitment
Measure 1.1
In line with this commitment, did you deploy new implementation measures (e.g. changes to your terms of service, new tools, new policies, etc)?
If yes, list these implementation measures here
Do you plan to put further implementation measures in place in the next 6 months to substantially improve the maturity of the implementation of this commitment?
If yes, which further implementation measures do you plan to put in place in the next 6 months?
Measure 1.1
Relevant Signatories involved in the selling of advertising, inclusive of media platforms, publishers and ad tech companies, will deploy, disclose, and enforce policies with the aims of: - first avoiding the publishing and carriage of harmful Disinformation to protect the integrity of advertising supported businesses - second taking meaningful enforcement and remediation steps to avoid the placement of advertising next to Disinformation content or on sources that repeatedly violate these policies; and - third adopting measures to enable the verification of the landing / destination pages of ads and origin of ad placement.
QRE 1.1.1
Signatories will disclose and outline the policies they develop, deploy, and enforce to meet the goals of Measure 1.1 and will link to relevant public pages in their help centres.
As a trade association, IAB Europe participated in the Ad Scrutiny Subgroup of the Taskforce and provided inputs from the digital advertising ecosystem to help develop a methodology to report on demonetisation efforts. During the working group meeting, it was acknowledged that reporting financial values would be challenging for all signatories due to their varied positions in the advertising chain. To address this challenge, the group agreed to adopt a conversion factor that will allow all signatories to translate media metrics into financial values.