Report on "Optimisation over reforms – knowing EU consumers' perception and cognition of the ad-founded net and related privacy rights issues“"Optimisation alternatively of regulation – what consumers in the EU know about the net financed by advertising and related privacy issues" raises crucial issues not only for the marketplace but besides for the network users themselves, which may influence the future image of the net and digital advertising. Polish netizens besides participated in the study.
At the same time, in the EU, a further post-GDPR and DSA consultation is underway on the digital advertising industry. Digital Fairness Act The focus would be on reducing the personalisation of advertising, based on the safety of consumers' data, in turn raises serious concerns about the overregulation of the online market.
Personalized advertising is 1 of the key ways to scope users online. European consumers derive considerable value from online services financed by advertising. If personalised ads are limited, publishers will face a fall in gross and will be forced to introduce subscription models or paywall. The consequence would be a two-level net – free for those who can afford to pay and limited to everyone else.
Internet – safe or free?
Almost 60% of EU consumers surveyed believe that exchanging their data for free access to content is fair. On the another hand, more than half of respondents are afraid about whether companies comply with existing privacy laws, even though regulations specified as GDPR and the Digital Services Act (DSA) already supply a solid framework for the protection of users' data.
This shows that users do not argue personalisation itself, but alternatively want greater transparency and control over how their data is used. There are many indications that low assurance in advertising platforms may be due to a deficiency of cognition of current legal standards.
Is the departure from personalisation inactive the best possible solution to increase consumer confidence? A survey by Kantar for IAB Europe shows that effective enforcement of the rules already implemented plays a much greater function in data security. The choice between network data safety and personalisation in this case seems to be unfounded.
Poland against the background of Europe
According to the IAB Europe report, Polish netizens stand out against Europe in terms of assurance in the privacy and personalized advertising regulations:
- 65% of Poles showed correct cognition of privacy regulations, which is above the European average of 63%.
- As many as 60% of Poles accept all consent to data processing compared to the European average of 54%.
- The more common reason for expressing consent to data processing is for Poles to anticipate more personalized advertisements and content (20%). The EU average in this case is 16%.
- In Poland, there was a higher level of assurance in privacy regulations (30%) than the European average (25%) .
– The conclusions of the IAB Europe study coincide with the results of the investigation we have been conducting in Poland for years. Poles know that websites collect information about what they do online (90%), and about 70% of them know that advertising is adapted to erstwhile online behaviours. (1)
In addition, 45% of respondents replied negatively to the question of considering the paid subscription in exchange for the elimination of advertising or reducing their number. (2) – comments Vladimir Schmidt.
Optimisation alternatively of regulation
The results of the IAB Europe survey clearly show that the sources of consumer assurance problems are defined incorrectly. With the emphasis on effective enforcement of existing government specified as the Digital Services Act (DSA) and the General Data Protection Regulation (GDPR), the marketplace is able to supply a safe ecosystem to empower users without damaging the advertising model.
The EU debate on advertising targeting should not limit itself to a simple choice between privacy and a free net funded by advertising. legislators should go beyond the universal communicative of "privacy versus free internet" and take into account another crucial factors.
– Change of communicative lies not only in the interests of the advertising industry, but besides in the interests of all of us as consumers and network users. Limiting personalised advertising will not solve the problem and will surely have a price for European net users. IAB Poland intends to take part in the discussion on the function of personalisation in consumer data protection and to go out with its position to those liable for the legal strategy in Poland, as well as regulators and organizations connected with the digital market. Only specified actions are able to rise awareness and trust of net users to mark advertising. – says Vladimir Schmidt.
The survey included net users aged 16 and older in 12 European markets to guarantee a typical example of EU consumers. A full of 10,500 interviews were conducted in Germany, France, Italy, Spain, Poland, Sweden, the Netherlands, the Czech Republic and Belgium, and 500 in Denmark, Ireland and Norway.
Link to full study publication Optimisation over reforms- CLICK
IAB Europe press release on the report - CLICK
Webinar
To learn precisely the results of the report, we invitation you to participate in the IAB Europe and Kantar Media webinar from expert analysis of manufacture leaders and EU decision-makers. Experts will discuss consumer sentiment, political implications and the future a digital ecosystem funded from advertising. The event will take place on 15 April at 3 p.m. Free share.
Link to registration here - CLICK
- https://www.iab.org.pl/base-knowledge/report-private-in-network-20162017/
- https://www.iab.org.pl/base-knowledge/report-iab-Polish-Nazi-blocking-reklam-edition-iii/
