The Canadian Self-Regulatory Program for Online Behavioural Advertising (Ad Choices)
The Self-Regulatory Program for Online Behavioural Advertising is designed to give consumers a better understanding of, as well as greater control over, the ads that are displayed to them based on their online behaviour (also called “behavioural”, “interest-based” advertising, or “OBA” for short).
The core feature of the Canadian program is the Ad Choices icon. The icon, now widely used in the U.S. and across Europe, tells consumers that participating companies adhere to an accepted set of principles that provide consumers with transparency and control over interest-based ads. The icon links to information about interest-based advertising and an online tool that allows consumers to opt out from this type of advertising if they choose.
Companies collecting and using online behavioural data should be enrolled in this Canadian program. Click the link below to visit the DAAC’s website to learn more about the program’s principles and to register your company.