AdChoices Guidelines for Mobile Released In Canada

A major step forward for the Canadian self-regulatory program for online interest-based advertising

TORONTO, May 3, 2017 - The Digital Advertising Alliance of Canada (DAAC) today announces a major step towards encompassing all aspects of digital media within the Canadian AdChoices program. Mobile web and mobile apps are now addressed within the Canadian program with the release of a new document that explains how the existing self-regulatory principles for interest-based advertising apply to the mobile web and mobile app environments.

The announcement confirms the application of the existing principles of transparency and control to mobile web-browsing and extends the scope of the program to cover the collection and use of cross-app data, precise location data, and personal directory data to tailor ads.

Accompanying the new document is a set of guidelines that inform Canadian participants how to display the AdChoices icon on smartphone and tablet screens as a way to provide consumers with notice, information and choice regarding interest-based advertising.

New Mobile Choice Tools for Canadians

In conjunction with these documents, the DAAC is pleased to announce that two new mobile choice tools are expanding into Canada.

Bilingual in English and French, Canadian consumers will have greater ability to exercise their interest-based advertising choices in the mobile web and app environment.

First, the consumer choice tool on the DAAC’s website now hosts a cleaner interface for those browsing on a mobile device. This tool will allow consumers to more easily opt-out of interest-based adverting on their mobile web browser.

Second, AppChoices, a free app that allows consumers to set preferences for data collection and use for interest-based advertising across apps, is now available in Canada. The app has been developed to provide a consistent and easy-to-use experience across 11,000 smartphone and tablet devices. It is available for download from Apple’s App Store, Google Play and Amazon Appstore.

“The DAAC is thrilled to see the Canadian AdChoices program progress in these areas,” says Julie Ford, Executive Director of the Digital Advertising Alliance of Canada, “Mobile devices are with us all the time, so it is critical  to provide AdChoices program participants and consumers alike with options for the smartphone and tablet realm. With this release, we’re in lockstep with the burgeoning mobile ad industry in Canada and with the DAAC’s sister organizations in the EU and the U.S.”

“Interest-based advertising in mobile and elsewhere finances a great diversity of mobile content, services and apps that consumers enjoy and use every day – and we’re very pleased that Canada is part of a global AdChoices program that is expanding and adapting to changing technology, innovation and consumer engagement in the mobile space in Canada,” said Wally Hill, Chair of the DAAC’s Board of Directors.

The DAAC has set an implementation deadline of December 31, 2017 for the mobile guidelines, by which time all DAAC participants should be compliant. Advertising Standards Canada (ASC) will extend its compliance oversight under the ASC AdChoices Accountability Program to the mobile space on January 1st, 2018.

Download the Documents

Application of Self-Regulatory Principles to the Mobile Environment: English, French.

Mobile Ad Marker Implementation Guidelines: English, French.

Canadian Self-Regulatory Principles for Online Behavioural Advertising: English, French.

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 data for IBA purposes. Companies may reference the DAAC’s AdChoices Principles and learn more at