Accountability & Complaint Reporting

Advertising Standards Canada (ASC), the independent national advertising self-regulatory body, is responsible for the accountability component of the AdChoices program for Canada.

As part of this responsibility, ASC accepts and investigates complaints about online interest-based advertising practices that may violate the Canadian self-regulatory principles for online behavioural advertising. When a violation is confirmed, ASC works with companies involved to achieve compliance. ASC also publishes compliance reports.

Complaint Reporting

To report a potential violation of the AdChoices program principles, click the button below to visit ASC’s online behavioural advertising reporting form:

Submit a Complaint


Recommendations for Submitting a Complaint

Have as much information available as possible to report to ASC, such as where you saw the ad (the site), what the ad was for (ideally the brand name), whether or not the icon was displayed on the ad, what happened when you clicked on the icon notice, etc. Try to take screenshots of the incident you are complaining about which will greatly help the investigation.

Compliance Reports

View the AdChoices Accountability Program Compliance Reports. These reports highlight how companies participating in the Digital Advertising Alliance of Canada (DAAC)’s AdChoices program for online interest-based advertising (IBA) have implemented the program’s principles.

As Canada’s national advertising industry self-regulatory body, ASC’s compliance efforts are independent from the DAAC.