DAAC Releases Refreshed Principles for Interest-Based Advertising

Today, the Digital Advertising Alliance of Canada (DAAC) released a refreshed set of principles for compliance with their AdChoices self-regulatory program for interest-based advertising.

The DAAC Principles were extensively worked on by members of the association and program stakeholders for over a year and a half. Consultation of multiple privacy laws, including the government of Canada’s recent Bill C-27, the Digital Charter Implementation Act, 2022, were reviewed during the process.

This new set of Principles:

  • Officially adopts the term “interest-based advertising” as opposed to online behavioural advertising

  • Merges in the DAAC’s Mobile Principles into one document

  • Adds commentary to set compliance expectations; further guidance will be released separately to help participants better interpret compliance with the program

  • Introduces the concept of a “plain language notice” to layer information about interest-based advertising

  • Indicates that when an entity uses a consent management provider (CMP) that a notice about interest-based advertising is consistently available (e.g., in the footer of a website)

AdChoices program participants should make every effort to review the new principles as soon as possible.

 
 

Beginning January 1, 2023, Ad Standards will use the new principles as the foundation for program compliance reviews.

“With the principles work now complete, and after extensive stakeholder review and analysis, the DAAC board of directors and membership feel even greater confidence in the structure of the program,” said DAAC Chair Caroline Moul. “We are eager to further develop the program in new ways to support our program participants.”

Ahead of the principles work, the DAAC launched a new Token ID-Based Choices Tool in May to allow Canadian consumers to opt out of interest-based advertising by parties that use hashed email addresses as identifiers. Soon, categories of interest will be displayed on the tool to give consumers greater granularity of their choices.

Current participants and companies interested in joining the AdChoices program may send questions about the new principles or token tool to info@daac.ca.

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