Consumers will now have access to more information and greater control over ads displayed to them based on their online behaviour. All parties involved in the collection and delivery of online behavioural advertising will be able to educate themselves and determine whether they are observing the principles of responsible online behavioural advertising in Canada.
The Canadian Self-Regulatory Program for Online Behavioural Advertising was developed by the Digital Advertising Alliance of Canada (DAAC), which is made up of Canada’s major marketing and advertising associations, including IAB Canada.
“We are very pleased to establish this self-regulatory program for online interest-based advertising. The industry has come together to once again act responsibly and provide choice and transparency for consumers,” said Bob Reaume, Chair of the DAAC and Vice-President, Policy and Research at the ACA.
The hallmark of the program is the AdChoices icon, already in use across the U.S. and Europe. Companies can now register to use the icon, signifying to consumers that they adhere to the principles set forth by the DAAC.
Companies looking to donate inventory to the program’s educational campaign are encouraged to fill out the simple form found here. Ad tags will be provided to the company to run as part of the campaign.
For more details visit www.youradchoices.ca.
Read the DAAC press release.
Read the principles as set out by the DAAC.
Download the DAAC AdChoices webinar (PDF).