Internal Market, Industry, Entrepreneurship and SMEs

Study on the impact of the Memorandum of understanding on online advertising and intellectual property rights on the online advertising market

Study on the impact of the Memorandum of understanding on online advertising and intellectual property rights on the online advertising market
Published on: 17/08/2020
The objective of the study is to quantify the evolution of online advertising on websites infringing intellectual property rights (IPR) over time and monitor the impact of the Memorandum of understanding (MoU) on online advertising and IPR on the online advertising market.

The MoU on online advertising and IPR, signed in 2018, helps build cooperation between advertising intermediaries, advertisers, technology providers and industry associations to prevent advertisements being placed on IPR-infringing websites and mobile applications.

This study

  • provides an indication of the extent and nature of the problem in different EU countries between January and June 2019 by analysing, in particular, ad types, branded advertising sectors, brands and ad intermediaries
  • compares the EU to the US over the same time period, providing a benchmark
  • compares a subset of identical websites before and after the signature of the MoU

More information

Study on the impact of the MoU on online advertising and intellectual property rights on the online advertising market