> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/general/dsa.md).

# Digital Services Act (DSA)

How the Digital Services Act applies to advertising, and what Ad Networks, Advertisers and Publishers each need to do.

The Digital Services Act (DSA) requires that users in the EU can tell when they are seeing an advertisement and who is behind it. Ad Networks, Advertisers and Publishers each have a part in meeting that requirement.

## About the DSA

The European Union's DSA regulates online intermediaries and platforms, such as marketplaces, social networks and app stores. Its goal is to prevent illegal and harmful activities online and the spread of disinformation. It ensures user safety, protects fundamental rights, and creates a fair and open online platform environment.

For Ad Networks, Advertisers and Publishers, the relevant obligations are the advertising transparency rules in the [Digital Services Act](https://eur-lex.europa.eu/eli/reg/2022/2065/oj): users must be able to tell that content is an advertisement, know on whose behalf it is shown, and understand the main parameters used to decide that it was shown to them.

## What the DSA Requires <a href="#what-does-it-mean-for-my-business" id="what-does-it-mean-for-my-business"></a>

All online platforms must comply with this regulation by allowing the end user to know more about the advertisement they are seeing. The regulation requires that users can identify, for each advertisement:

* That the information displayed is an advertisement
* The natural or legal person on whose behalf the advertisement is displayed
* Meaningful information about the main parameters used to determine the recipient to whom the advertisement is displayed

The platform provides Ad Networks, Publishers, Advertisers and Programmatic Partners with the tools they need to comply.

## How Ad Transparency Appears to Users <a href="#how-will-this-work-when-enabled" id="how-will-this-work-when-enabled"></a>

A small information icon appears overlaid on the top left corner of the ad:

<figure><img src="https://4095468742-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQpBCwTiJQ0YOSGpcC0AH%2Fuploads%2Fa5IKlwMMNEAujVBslJKz%2Fdsa-i-icon.png?alt=media&amp;token=548c69de-38e2-4edb-b096-e73156c347e1" alt="The information icon in the top left corner of an ad"><figcaption></figcaption></figure>

When the user clicks the icon, a dialog appears over the ad with an **About This Ad** button. From here they can return to the ad, or select **About This Ad** to see more.

<figure><img src="https://4095468742-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQpBCwTiJQ0YOSGpcC0AH%2Fuploads%2FMOF6C8X1HvbsKOGtuhyD%2Fdsa-about-this-ad.png?alt=media&amp;token=21f30400-bd65-4fed-890f-8467917edfc3" alt="The dialog over the ad, with the About This Ad button"><figcaption></figcaption></figure>

Selecting **About This Ad** opens a new page with two sections:

* Why you’re seeing this ad
* About this advertiser

<figure><img src="https://4095468742-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQpBCwTiJQ0YOSGpcC0AH%2Fuploads%2FFohmyxKdfYlBc02eMmBr%2Fdsa-why-are-you-seeing-this-ad.png?alt=media&amp;token=a459e76d-7271-4154-89ea-2e4d5706cb7c" alt="The transparency page, with Why you&#x27;re seeing this ad and About this advertiser"><figcaption></figcaption></figure>

Closing the page returns the user to the **About This Ad** dialog, and the arrow in the top left corner returns them to the ad.

## What Ad Networks Should Do <a href="#what-a-d-networks-should-do" id="what-a-d-networks-should-do"></a>

If your Ad Network is an online platform under the DSA, it must enable Publishers to display information about Advertisers. The platform provides this technology. Contact your account manager to enable it on your Ad Network.

You also need your Advertisers to keep their profile information correct, and your Publishers to enable the Ad Transparency Dialog on their zones.

## What Advertisers Should Do <a href="#what-a-dvertisers-should-do" id="what-a-dvertisers-should-do"></a>

To comply, keep the following accurate in the **Profile** tab of **My Profile**:

* **First Name** and **Last Name** — under **Account Details**
* **Company Name** — under **Company Details**, if your **VAT/Tax Type** is **Company**

The data you provide is used to generate invoices, so its accuracy matters for your tax purposes. Providing true and factual information is your responsibility.

## What Publishers Should Do <a href="#what-publishers-should-do" id="what-publishers-should-do"></a>

In your Admin Panel, under **Sites & Zones**, each ad zone has a toggle switch called **Enable Ad Transparency Dialog**. Keep this switch on to remain compliant with the DSA.

<figure><img src="https://4095468742-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FQpBCwTiJQ0YOSGpcC0AH%2Fuploads%2FDS8vypxlCX3bdAuvVY2q%2Fdsa-publisher.png?alt=media&amp;token=2df3fa1f-fd66-4d49-b4c3-97b2e2a246e1" alt="The Enable Ad Transparency Dialog switch in the zone settings"><figcaption></figcaption></figure>


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