AdChoices Program Strengthens Acceptance of Interest-Based Advertising

57% of Millennials Report More Trust in Companies Using the AdChoices Program

TORONTO, July 26, 2016 – A new survey from the Digital Advertising Alliance of Canada has found Internet users have a high level of understanding and acceptance of the two-year-old Canadian AdChoices program.

After only two years of activity in Canada, nearly 4-in-10 people surveyed recognized the AdChoices icon, a central part of the DAA Canada AdChoices program, which 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 interest. Awareness of the icon is even higher among millennials at 46%.

The survey, conducted by Synqrinus, also found Internet users’ view of interest-based advertising was more favourable after they learn the AdChoices program allows them to manage their privacy preferences.

The DAA Canada program has over 70 active company participants, composed of advertisers, third parties (DSPs, data aggregators, trade desks, exchanges) and publishers, all providing notice, transparency, and choice for interest-based advertising to consumers by way of the AdChoices icon.


  • Nearly 4-in-10 (38%) of Internet users recall the icon with the AdChoices text.

    • Millennials have the best recall of the AdChoices marker (46%) of any age group.

  • After reading a description of the AdChoices program, millennials show a very strong positive shift in attitude to interest-based advertising, with 58% saying they view it more favourably.

    • Half of all respondents (50%) report a similar favourable shift in attitude.

  • A clear majority of all users (54%) and millennials (57%) report a higher level of trust in brands using the Canadian AdChoices program, as they know they can manage their privacy preferences through it.

"We can be proud of the fact that despite being relatively new in market, we're seeing increasing awareness and trust in the AdChoices program – especially with those aged 18-34," said Julie Ford, Executive Director of the DAAC. "The millennials get it."

The report consists of a sample of 1,000 adults aged 18-64, and was conducted by Toronto research firm
Synqrinus. It was created to help the DAAC and its participants understand where awareness about the icon currently resides amongst consumers, and to help plan for future activities.

About the AdChoices Program

The AdChoices icon is a sign for consumer information and control for interest-based advertising (which is also referred to as "IBA", "online behavioural advertising", or "OBA"). When you see the AdChoices icon on a webpage or near a web banner, it lets you know that information used to infer your interests is being gathered or used to improve the ads you see. By clicking on the AdChoices icon, you learn about how interest-based ads are delivered to you. More importantly, the AdChoices icon gives you the ability to control whether you receive interest-based advertising and from which companies.

Companies interested in learning more about the AdChoices icon and how the program works should visit the registration form.

Les normes canadiennes de la publicité (NCP) assument le volet Responsabilité du programme Choix de pub de la DAAC.

About the Digital Advertising Alliance of Canada

The Digital Advertising Alliance of Canada (DAAC) is a consortium of the leading national advertising and marketing associations whose members share commitment to delivering a robust and credible program for responsible online interest-based advertising (IBA).

The Canadian AdChoices program was developed by the DAAC and designed to educate consumers about IBA and provide mechanisms for consumers to know when IBA is occurring and the ability to control whether or not they choose to permit the collection and use of their browsing data for IBA purposes. Companies may reference the DAAC's AdChoices Principles and learn more at

For reference, please see the TRUSTe/Ipsos surveys for the EDAA and the DAA US.