Industry Alert: Changes to Industry Choice Tools and Steps You Need to Take
As of September 15, 2025, the Network Advertising Initiative (NAI) has ceased operations for its opt-out tool for cookie-based and probabilistic interest-based advertising (IBA).
If your company offers links to the NAI’s tool in your privacy policy or other content, you can immediately transition those links to the Digital Advertising Alliance’s (DAA) choice tools, which will remain fully operational at the URLs the DAA has always used, further described below. This will allow you to continue to offer direct access to industry-wide choices that both consumers and policymakers have come to expect.
If your company was integrated in the NAI choice tool, then please contact the DAA to learn more about how or whether this change affects your organization.
Other ad tech companies should also be listed on the DAA’s choice tools if they enable data collection on digital properties for targeted advertising. Also, please contact the DAA if your company allows data collection on your digital properties but does not yet currently offer industry-wide IBA choices to consumers.
The DAA and DAAC share the same consumer choice tools; however, specific language links are available for Canadians to use.
The following have been and continue to be the appropriate DAAC choice tool URLs to update privacy policies and other content, built specifically for Canadians (see this DAA statement for tools that are most relevant for US consumers):
WebChoices 2.0 with Protect My Choices browser extension – for cookies, IP addresses and probabilistic IDs: https://optout.aboutads.info/ - or - https://optout.aboutads.info/?locale=en-CA (English) or https://optout.aboutads.info/?locale=fr-CA (French)
AppChoices for mobile advertising IDs (iOS and Android) in the app environment: https://youradchoices.ca/en/appchoices (English) or https://youradchoices.ca/fr/appchoices (French)
YourAdChoices Token-based Opt-Out/Revocation Tool, for hashed email and hashed phone numbers: https://youradchoices.com/node/10245?language=en-CA (English) or https://youradchoices.com/node/10246?language=fr-CA (French)
All three DAA tools are also offered via a singular consumer-friendly gateway available at: https://youradchoices.ca/choices - or - https://youradchoices.ca/en/tools (English) or https://youradchoices.ca/fr/outils (French)
For more than 15 years, the DAA has offered rigorous privacy self-regulation with independent enforcement and robust information and controls to consumers over the use of data for IBA purposes. Please contact the DAA to learn more about any of these tools.