On September 17, 2013, the Digital Advertising Alliance of
Canada launched the new industry self-regulation program for online
behavioural advertising (OBA) in Canada. The principal web portal
for the program, YourAdChoices.ca, provides information
resources to industry and consumers on OBA, along with a new
industry guidance document, entitled Canadian Self-Regulatory Principles for Online
Behavioural Advertising. The Principles
the need for consumer education about OBA,
transparency in OBA activities,
consumer control over when consumers are tracked and offered
data security, and
the accountability of advertisers and advertising
The Principles also prohibit the tracking of personal
information for OBA purposes from those advertisers know to
be under the age of thirteen, or from tracking personal information
on pages directed to those under the age of thirteen.
Following the American model under the US Digital Advertising
Alliance, the program will allow participating organizations to use
the Ad Choices icon next to online behavioural advertisements in
order to indicate compliance with the program. Advertisers and
advertising networks may also register to be included in the OBA Opt-Out
page. The Opt-Out page is a single location, available on the
Ad Choices website, where consumers can opt-out from being tracked
by one or more advertising networks for the purposes of OBA.
A number of associations are involved in the new self-regulatory
program, including Advertising Standards Canada, the Interactive
Advertising Bureau, and the Canadian Marketing Association.
Advertising Standards Canada (ASC) will be the body responsible for
receiving, investigating, and reporting on consumer complaints
related to OBA. It is important to note that, under the new
program, ASC will also review complaints concerning advertisers and
advertising networks not currently participating in the program.
For more information on the complaints procedure, visit ASC's
web page on the Online Behavioural Advertising Compliance
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