AdChoices for Advertisers and Publishers in Canada

What is AdChoices?

AdChoices is Canada’s industry self-regulatory program for interest-based advertising (IBA). It is designed to give people clear notice and simple, centralized ways to learn about and control the advertising targeted to them on their devices. The Digital Advertising Alliance of Canada (DAAC) is responsible for administering the AdChoices program in Canada. The DAAC’s vision is that everyone operating in the digital advertising ecosystem uses our effective industry-wide principles-based system.

What AdChoices is not

  • Not an ad blocker. Our tools are designed to opt people out of interest-based advertising only (the personal information used to target such ads). After using our tools, people will still see ads; they’re just less tailored.

  • Not a single company controlling ads or icons. The DAAC offers a framework, a set of tools, and an accountability program for advertising companies to use. We do not run advertising or operate the icon on a company’s behalf. Each participating company can configure the icon as they see fit, provided it follows our implementation rules. That’s why you see the icon all across the web in different ways.

Why this matters for brands and publishers

In Canada, privacy expectations for interest-based advertising (or online behavioural advertising) emphasize:

  • meaningful notice and transparency when it is occurring,

  • an easy opt-out that works right away and is persistent, and

  • limits on sensitive data and avoids children-focused tracking. This mirrors requirements[1] set out by Canada’s Office of the Privacy Commissioner.

AdChoices was built around these practical ideas. Our program offers ways to notify consumers (using our icon on ads, websites, and apps). The icon is tied to notices specific to interest-based advertising, which offer control options. All these efforts are enhanced by an independent accountability program, operated by Ad Standards.

The DAAC also has longstanding partnerships with TrustArc and Crownpeak/Evidon, who can assist you with layering the icon atop your ads and tailoring the privacy messages people see related to it.

What consumers actually use

AdChoices provides consumer choice tools that are commonly linked to from privacy notices and AdChoices icon experiences. These tools allow people to analyze which companies engage in interest-based advertising, enabling them to learn more about those companies and opt out. Currently, the DAAC offers the following tools in English and French in Canada:

  • WebChoices (browser-based tool allowing for cookie & non-cookie-based opt-outs for IBA)

  • Protect My Choices (browser plug-in to help preserve opt-out preferences)

  • AppChoices (mobile tool for IBA choices across apps on a device)

  • Token Tool (for some token/hashed identifier uses)

What brands and publishers typically need to do (quick checklist)

For most brands/publishers, “using AdChoices” means ensuring your stack and disclosures support the program’s core outcomes:

Notice

  • Provide clear, prominent notice about IBA (for example, on ads, and/or through always-on placements like on your website or in a settings menu), consistent with the program’s notice and transparency expectations.

Choice

  • Provide a simple way for people to opt out of IBA and keep your privacy policy links up to date (especially as industry tools change).

Operational follow-through

  • Ensure your partners (DSPs, data & identity partners) actually honour opt-out signals and suppression logic across the environments you use (web, in-app, tokens).

Accountability

  • Be prepared for independent accountability expectations for DAAC AdChoices participating companies.

Engage with AdChoices today

We are always looking for new participants and partners. If your company is not listed on our participants’ page, reach out to us to get started. We also welcome new newsletter subscribers to follow along with our work and events.

Please don’t hesitate to reach out!


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[1] https://www.priv.gc.ca/en/privacy-topics/technology/online-privacy-tracking-cookies/tracking-and-ads/gl_ba_1112/

DAAC