2021 Compliance Report

Today, Ad Standards released the AdChoices Accountability Program 2021 Compliance Report.

Ad Standards works at an arms-length from the DAAC to independently monitor participants' compliance with the DAAC Principles. This seventh annual compliance report highlights how companies participating have implemented and adhered to the program's Principles throughout 2021.

Overall compliance has remained high, and the accountability program's complaint mechanism is an indicator that the program has become a resource for consumers to ask questions and get assistance for targeted advertising. Of the 647 complaints received throughout 2021, only 28 were determined to raise potential interest-based advertising concerns. Many of the problems were around opt-out issues with the choice mechanisms.

Ad Standards has recently updated their website to include resources that were once added as appendices to the report. The material is now easier to find here: https://adstandards.ca/about/ad-choices-accountability-program/

Participants are encouraged to read the report to understand the expectations for program compliance.

Best practices for program participants to consider:

  • Use layered approaches and easy-to-understand wording on notices.

  • When using a service provider for interest-based advertising notices, customize the experience so that it's clear and straightforward for the consumer to understand what control is available to them.

  • Are you working with a new advertising partner? First Parties should make sure all new parties are listed for opt-out and check their partner lists against the tools frequently.

  • Assign a lead at the organization to handle AdChoices compliance matters. We recommend that large organizations assemble a committee consisting of representatives from various departments (legal, marketing) to manage the program.

  • Self-regulation means that participants must take the lead regarding their responsibilities. Participants should ensure that the information provided to Ad Standards is comprehensive and accurate.

  • Take time to review the DAAC Principles and guidance documents to understand the obligations better, and contact Ad Standards to discuss potential changes to websites or mobile apps that may affect compliance with the program.

The DAAC is committed to ensuring the self-regulatory program remains a solid solution for consumers to directly contact the online ad industry about their questions or concerns about targeted advertising.

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