AdChoices Accountability Program Reports Strong Compliance and Decline in Consumer Complaints in 2025

The Digital Advertising Alliance of Canada (DAAC) is proud to share Ad Standards’ AdChoices Accountability Program 2025 Compliance Report, highlighting continued strong industry participation and measurable improvements. Through the AdChoices program, the DAAC continues to support the industry in aligning with evolving privacy expectations in Canada.

Now in its eleventh year, the annual report reflects ongoing efforts by participating companies to implement the DAAC’s Self-Regulatory Principles for Interest-Based Advertising, which help ensure transparency and consumer choice in targeted digital advertising.

Key findings from the 2025 report include:

  • High levels of compliance across participants, with the majority meeting program requirements

  • Three-quarters of First Party participants are compliant, an increase over the previous year

  • 84% of Third Party participants compliant

  • A 40% decrease in consumer complaints year-over-year, with 346 complaints received in 2025

  • Very few complaints related to interest-based advertising (9 of 346), reinforcing that most concerns fall outside the program’s scope

Notably, no complaints were received regarding the use of sensitive personal information for interest-based advertising purposes.

“Year over year, we continue to see meaningful progress from participants in meeting the program’s expectations,” said Julie Ford, Executive Director of the DAAC. “Equally important, we are seeing fewer consumer concerns related to interest-based advertising, which speaks to the effectiveness of transparency and choice mechanisms in the market.”

Ad Standards independently monitors compliance with the DAAC Principles and collaborates with participants to address any identified issues.

The report also highlights the importance of clear consumer notice and accessible opt-out tools, as well as the need for ongoing education to ensure consumers understand how interest-based advertising works and how to exercise choice.

Read the Report

About the Digital Advertising Alliance of Canada (DAAC)

The DAAC is a not-for-profit organization that brings together Canada’s leading advertising and marketing associations to develop and promote responsible privacy standards for interest-based advertising.

About Advertising Standards

Advertising Standards is Canada’s advertising self-regulatory body. It administers the AdChoices Responsibility Program and independently monitors compliance with the DAAC principles.

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