AdChoices Video Guidelines Released for Canada

An important step forward for the Canadian self-regulatory program for online interest-based advertising

TORONTO, January 15, 2018 - The Digital Advertising Alliance of Canada (DAAC) today unveiled new guidelines for the implementation of the DAAC's AdChoices icon and ad marker in video ads, DAAC Ad Marker Implementation Guidelines for Video Ads. The DAAC's release provides marketplace guidance for implementation that will help create a more consistent consumer experience across major video ad formats and players.

As the industry increases its use of video advertising, these guidelines detail the actions that brands, agencies, publishers and ad tech companies need to take when implementing the AdChoices program in the video landscape.

“The DAAC is committed to providing consumers with the same level of real-time notice and control in video advertising as they receive in desktop and mobile formats,” said DAAC Executive Director Julie Ford, “Expanding our program guidelines to cover video advertising ensures that our participants have the guidance they need to communicate what AdChoices is to consumers in all areas of interest-based advertising.”

The DAAC's video guidelines are similar to those previously issued for desktop and mobile formats (DAAC Ad Marker Creative Guidelines and the DAAC Ad Marker Implementation Guidelines for Mobile).


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