The Coalition for Privacy Compliance in Advertising (CPCA) has announced it is working with the Information Commissioner’s Office (ICO) to develop what it claims is the world’s first regulator-approved privacy certification for digital advertising technology.

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

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,” said Stephen Chester, director of media at ISBA.

“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.”

Richard Reeves, managing director at the AOP, added: “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.

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“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.”

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.