VW call it Auto Hold which is a less confusing description IMO.Yeh, lots of people (wrongly) call it 'hill hold', 'hill hold assist' or 'hha' which are worth searching on as well.
It is fitted as standard on the new Golf, we are test driving at the moment. So is the tyre pressure indicator which I also believe should be fitted as standard. If we decide to buy an Audi we will definitely want both these fitted.I wouldn't be without one. It should be a standard fitment IMHO . In traffic click it on and it works like a handbrake . Function stays on until you turn it off! Brilliant.