Advertising Standards Canada’s AdChoices Accountability Program 2016 Compliance Report

TORONTO, February 8, 2017 – Today, Advertising Standards Canada (ASC) released the AdChoices Accountability Program: 2016 Compliance Report. Through ASC’s independent lens, this report highlights how companies participating in the Digital Advertising Alliance of Canada (DAAC)’s AdChoices program for online interest-based advertising have implemented the program’s Principles throughout 2016.

The DAAC appreciates and welcomes ASC’s second report. The growth in compliance observed throughout 2016 is impressive, and speaks to our participants’ dedication to the AdChoices self-regulatory program.

“This report shows great progress,” said Julie Ford, Executive Director of the Digital Advertising Alliance of Canada, “Advertising Standards Canada continues to administer a strong accountability program, which is a key pillar to our program, and beneficial to industry and consumers alike. Their findings help to guide DAAC activities as well as encourage participants to keep striving for full compliance.”

The Canadian AdChoices program has achieved strong participation from ad tech and advertisers active in our online marketplace, and the DAAC estimates that at least 95% of interest-based ads in Canada are covered by the AdChoices self-regulatory program.  This, alongside the great educational work each participant has committed to as mandated by the DAAC Principles, is progressively building program awareness amongst Canadians.

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 self-regulatory 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