The Principles

Education

Participate in efforts to educate about online interest-based advertising.

Notice & Transparency

Consumers should be given clear, meaningful, and prominent notice about data collection and use practices associated with online interest-based advertising.

Consumer Control

Provide consumers with the ability to choose whether data is collected and used for online interest-based advertising purposes.

Data Security

Provide appropriate security for, and limited retention of, data collected and used for online interest-based advertising purposes.

Sensitive Data

Do not collect personal information for interest-based advertising purposes from children under the age of 13 or from sites directed to children under the age of 13 unless such collection and other treatment of personal information is in accordance with Canadian privacy legislation.

Entities are also prohibited from collecting or using sensitive personal information for interest-based advertising purposes without consent.

Accountability

Under the Accountability principle, Ad Standards, an independent advertising self-regulatory body, monitors companies participating in the AdChoices self-regulatory program for compliance with these principles and works cooperatively with them to effect compliance. Ad Standards also accepts and responds to complaints about practices that may not comply with the principles.