IAB Tech Lab's Data Deletion Request Framework Gains Recognition from UK ICO

IAB Tech Lab's Data Deletion Request Framework Receives Endorsement from UK ICO

On July 15, 2025, the IAB Tech Lab, recognized globally for establishing technical standards in digital advertising, announced a significant milestone: its Data Deletion Request Framework (DDRF) has been officially endorsed by the UK Information Commissioner's Office (ICO). This endorsement comes as part of the ICO's recently unveiled Online Tracking Strategy Update.

The importance of this recognition cannot be overstated. It validates the efforts of industry pioneers in developing robust frameworks that not only fulfill regulatory requirements but also promote consumer rights in the digital landscape. According to Anthony Katsur, CEO of IAB Tech Lab, the feedback from the ICO emphasizes the relevance of industry-led technical standards like the DDRF. He expressed, "This is an important moment for accountability and interoperability."

The DDRF is designed to streamline how deletion requests are processed within the digital advertising ecosystem. It standardizes the way companies transmit data erasure requests initiated by consumers across their internal systems and external partners, which greatly mitigates the manual labor typically involved in such processes. By embracing this framework, companies can enhance operational accountability and adhere to compliance mandates more effectively.

In their update, the ICO highlighted their collaborative engagement with IAB Tech Lab since the start of the year. They acknowledged that the DDRF could significantly enhance how deletion and withdrawal requests are managed by third parties involved in delivering digital advertisements, urging the industry to adopt such standards. This acknowledgment positions the DDRF as an essential tool for navigating the evolving landscape of data regulations.

Looking ahead, the IAB Tech Lab plans to roll out updates to the DDRF this summer, which will focus on boosting efficiency, providing security recommendations, and refining error reporting and request formatting. Rowena Lam, Senior Director of Privacy and Data at IAB Tech Lab, indicated that these updates would reflect the regulator's input as well as feedback received from entities implementing the framework. She stated, "By reducing fragmentation and enabling more consistent handling of deletion requests, the DDRF helps the ad ecosystem move from policy to execution."

As global enforcement of data deletion provisions intensifies, the DDRF provides scalable support for businesses aiming to comply with these increasing obligations. This forthcoming update is particularly timely, offering a robust framework for companies navigating the complexities of data privacy laws.

Stakeholders interested in contributing to this initiative are encouraged to follow the IAB Tech Lab’s DDRF page and connect on LinkedIn to stay informed about the imminent public comment period.

About IAB Tech Lab

Founded in 2014, the IAB Tech Lab operates as a non-profit consortium representing a wide array of stakeholders in digital media, including publishers, technology firms, agencies, and marketers. The organization aims to bolster growth and trust in the digital ecosystem through the development of foundational technologies and standards. Its initiatives cover critical areas such as brand safety, ad fraud prevention, consumer privacy, and the efficacy of programmatic advertising, including the establishment of the OpenRTB protocol and the ads.txt specification. For additional information about their work, visit IAB Tech Lab’s official site.

This recognition by the UK ICO serves as a call to action for all stakeholders in the digital advertising supply chain to prioritize consumer rights and data protection through standardized practices. As the digital landscape evolves, frameworks such as the DDRF will be pivotal in shaping a responsible advertising ecosystem that respects user privacy and fosters trust.