The SRI, UDECAM, GESTE, UDA, ARPP and IAB France have launched the "Digital Ad Trust", an interprofessional initiative intended to assess and enhance the quality of websites committed to responsible practices in advertising. The process for first-time candidates looking to obtain the label is now open.


The ACPM and CESP have been commissioned by interprofessional organisations to act as "third party accreditors". From now on, website publishers making the request will be able to begin the certification process. The ACPM and CESP are, therefore, already able to carry out the necessary collection of information, monitoring and audits required for obtaining the label. These audits will be exclusively based on independent measures from third parties certified by the Media Rating Council (MRC) or, in the long term, by the European Viewability Certification Framework (EVCF). The first list of the labelled sites will be made public in March 2018.

To apply:


Dedicated to websites (desktop and mobile, but excluding apps), this label promotes and increases the legibility of best practices by way of 5 key objectives:
- guarantee brand safety: to ensure that the environments in which brands appear are secure,
- optimise visibility of online advertising,
- combat fraud,
- improve the user experience (UX),
- better inform Internet users about the protection of personal data.

Consult details for the Digital Ad Trust label

The aim of this approach is to respond to the needs expressed by the entire ecosystem about responsible advertising, namely:
- Internet users looking for increased browsing comfort and respect for privacy;
- advertisers and their agencies looking to express clear and certified commitments to the security and quality of advertising campaigns;
- website publishers seeking to better qualify and increase the status of their brands, content and commercial offers.


Local, regional or international initiatives are on the rise, emphasising and harmonising those practices aimed at greater transparency and control (Coalition for Better Ads, ARPP, IAB recommendations, etc.). The Digital Ad Trust decision-making committee, bringing together the interprofessional whole, fully subscribes to such efforts and has also chosen to base several label criteria upon them.

It is also for this reason that the decision-making committee of Digital Ad Trust has been chosen to represent France within the European Viewability Steering Group (EVSG). This is the European steering group for the certification initiative, launched by IAB Europe, the EACA and WFA, to apply fair and consistent European standards to the visibility of digital advertising.

Find out more about the E VSG and E V CF

For Jean-Baptiste Rouet, President of Udecam's Digital Commission, "The launch of the Digital Ad Trust Label into the French market is excellent news for our industry and offers far more stringent accreditation criteria than those of our European or American neighbours. It recognises the cooperative work between different players including advertisers, publishers and agencies around a shared vision for advertising which is responsible, transparent and consumer-friendly."

"One year after having announced Digital Ad Trust, we are pleased that this project has garnered the support of all interprofessional organisations. This label must be the best response to major issues in the market, by offering guarantees of trust, quality and transparency. The solid commitments that we are making alongside publishers and producers through this label reinforce our offers and structure our advertising practices to create a robust and certified alternative to the dominance of the Web giants." says Sophie Poncin, President of the SRI.

According to Jean-Luc Chetrit, Director General of the UDA: "Many excesses have developed from the sprawling market of Internet advertising. They weaken brands, create mistrust in Internet users, destabilise the economic models of content producers and reduce the effectiveness of advertiser investments. As publishers, producers, agencies and advertisers, we have all come together to react by creating a universe of advertising which respects Internet users and brands. The UDA is very pleased to participate in the development of the Digital Ad Trust. This new label will quickly become a marker of safety and quality for advertisers."

"The Label Digital Ad Trust is a natural extension of the actions led by the IAB since its creation: pioneer of the definition of advertising formats, promoter of the YOC (Your Online Choices) initiative, designer of the LEAN (Light, Encrypted, Adchoice, Non-invasive) programme, and author behind the launch of the new portfolio of IAB formats. Participation in this French initiative confirms our unfailing commitment, through new protocols such as Ads.txt and Open RTB 3.0, in order to promote responsible and transparent market practices.

IAB France is pleased to be part of the labelling process in the spirit of sharing both its international expertise and its dedicated involvement in European regulatory discussions." David Lacombled, President of IAB France.

Stéphane Martin, Director General of the ARPP (French advertising self-regulatory organisation), welcomes the fact that the "Digital Ad Trust Label is based on the commitments made by professionals in adopting and updating their ARPP ethical rules related to the content of messages and the acceptability of commercial communication. The Observatory's frame of reference for digital advertising practices, which decision-making professional organisations have entrusted to the ARPP, and for which they are also the administrators, has benefited in turn from these collective advances, which reinforce the responsible approach of self-regulation in advertising that respects consumers and entrepreneurs."

"The reference criteria of the Digital Ad Trust have been developed in a manner during interprofessional workshops with advertisers, agencies, publishers, producers and associations. The discussions were intense, but we succeeded, in a rather limited amount of time, to find a consensus on binding criteria for publishers and their production departments. I am pleased that the CESP was chosen, in tandem with the ACPM, to label sites that are committed to responsible advertising" explains Valérie Morrisson, Director General of the CESP.

"The CPMA, a trusted third-party certification body for the French media, is proud to have been chosen, in association with the CESP, to label the quality of sites and their content to give advertisers and media agencies all the confidence they need", Stéphane Bodier, Vice President of the CPMA.

About the SRI

The SRI was created in July 2003 upon the initiative of the principal French advertising networks to promote and develop Internet media in France. The approach of the SRI: supporting investments and the development of Internet media, valuing the specificities and competitiveness of the media, facilitating access to Internet media through professionalisation and the simplification of the tender process, drawing upon the creativity of the media and ensuring trade union representation with respect to all the players involved in interactive advertising.

366, 3W Régie, Amaury Media, Altice Media Publicité, AOL, Boursorama, Caradisiac Publicité, Dailymotion Advertising, France Télévisions Publicité, Freewheel, GMC Media, LagardeĢ€re Active Publicité, Leboncoin, M Publicité-Régie Obs, M6 Publicité Digital, MEDIA.figaro, Meltygroup, Mondadori, Next Régie, NRJ Global, Orange Advertising, Purch, Prisma Media Solutions, SeLoger, Teads, Team Media, TF1 Publicité Digital, and Yahoo! are all members of the SRI.

About the UDECAM

The UDECAM or Union des Entreprises de Conseil et Achat Media (France's union of media consulting and buying companies), brings together 28 media agencies, architects of marketing tool strategies serving the branding and business objectives of brands.

The Udecam brings together: DentsuAegis Network (Carat and Vizeum), Agence 79, Anacrouse, Ecrans & Media, Fifty Five, Havas Media (MPG and Arena), GroupM (KR Media, Mediacom, MEC, Mindshare), Mediabrands, Mediakeys, Mediatrack, Neo@ogilvy, Oconnection, OmnicomMediaGroup (OMD, PhD, Fuse), Poster Conseil, Publicis Media (Zenith, Starcom, Blue 449), Re-mind, Repeat

Since 1996, this association has been a forum for dialogue and consultation with different media and communication partners and between staff at the agencies. It values above and below the line marketing, defends the collective interests of its members and represents them with all the market players: public authorities, professional and interprofessional organisations, media, advertisers and decision makers.

About the GESTE

The GESTE federates the major publishers of online content and services, from all areas: media, music platforms, small adverts, mobile and voice services… all working towards the same objective: the establishment of a lasting and fair ecosystem.

The GESTE, a channel for exchange and vigilance, allows its members to make progress on business debates and legislative deliberations. Legislation: ePrivacy/RGPD, SSO solutions, data leakage, audio, digital, e-sport, personal assistants, etc. Concrete and applicable solutions for economic development are discussed before being submitted to the government and public bodies.

About the ARPP

Created in 1935, the ARPP or Autorité de Régulation Professionnelle de la Publicité (France's professional advertising regulatory authorities) is the unique French organisation of self-regulatory advertising.
Chaired by an "independent government official", Mr François d'Aubert, since 4 November 2011, the ARPP brings together three advertising and communication players in general
: advertisers, communication agencies, media agencies, advertising media and materials, producers and providers of the advertising value chain.
Funded entirely by its members (approximately 645 contributing companies and nearly 790 member companies), who set their ethical rules, the ARPP work each day to preserve the freedom of creative advertising services within the agreed limits and the protection of consumers.
To this end, the ARPP has comprised its Board of Directors of three representatives from the profession, three associated upstream and downstream bodies of advertising ethics: the Conseil de l’Ethique Publicitaire (CEP), the Conseil Paritaire de la Publicité (CPP) and the Jury de Déontologie Publicitaire (JDP).

About the UDA (Union des annonceurs)

Founded in 1916, the UDA, in France, is the representative organisation of advertisers, in other words, companies using different techniques of communication to promote their products, services, reputation or image. It has 6,000 members, within its 200 member companies, of all sizes, statuses and sectors. The missions of the UDA are: to promote the interests and positions of advertisers with respect to their professional interlocutors and their economic, social, and political environment, both French and European; to enable its members to optimise their communication investments in terms of effectiveness and cost; to promote responsible communication by developing and implementing fair and ethical practices.

About IAB France

The IAB France (Interactive Advertising Bureau) is an association created in 1998 whose mission is threefold: to structure the digital communication market, promote its use and maximise its effectiveness. It currently has 140 member companies, representing all the players involved in the chain of interactive communication (publishers, producers, agencies, advertisers, research institutes, technology suppliers, etc.). Through its publications, studies and the events it organises, IAB France supports advertisers and their consulting agencies to help them effectively integrate digital media in their global marketing strategy and IAB plans to propose standards as examples of professional practices to new players integrating the digital market.

The IAB is also a network of experts serving other professional organisations, institutions and media concerned with the impact of the development of this new economic landscape. IAB France is an independent entity, forming part of the global network of affiliates making up the Interactive Advertising Bureau.