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May 6 the Italy Chapter of the International Advertising Association (IAA) together with IAB Spain, IAB Portugal, IAB Greece, Netcomm, UNA, AEA announced the signing of the "Manifesto in favor of Digital Advertising".

The manifest analyzes the impact that the Digital Services Act and the Digital Markets Act may have on the digital advertising market in Europe.

Twenty years after the transposition of the directive (31/2000) on e-commerce, the European Commission has decided to renew the regulatory system regarding European digital services by putting forward the legislative proposals called Digital Services Act and Digital Market Act.

These proposals will impact the advertising industry in Europe and beyond. It aims to modernize the current legislation in which the country of origin principle and the limited liability for intermediaries apply. For the online advertising industry key considerations include the need to ensure relevance and effectiveness for advertisers and the ability for publishers and creators to earn a living from the content they create. 

In this context, seven international associations representing different part of the advertising industry met to define a set of guiding principles for policy makers to consider in the legislative process to safeguard the functions of the advertising industry. These principles are presented in the manifesto. 

The common goal reflects the will to work together to ensure clear regulation that promotes innovation and growth for both users and brands. To this end, the rules should not discourage or limit the digitization of the European Union, the European Union must ensure that the new rules do not add undue costs and burdens for European companies of all sizes.

Therefore, the five guiding principles that make up the "Manifesto in favor of digital advertising", drawn up in common agreement between the signing associations should be taken into consideration.

If you are an advertising trade association that shares our view, we invite you to sign it with us: please contact segreteria@iaaitalychapter.it

Fill in the form to receive the Manifesto in pdf!

Do you know DSA and DMA? Watch the video!

Watch the webinar "Digital Advertising and DSA/DMA" again on Youtube!