New program gives consumers more online choice

Canada's major marketing and advertising associations today launched a new self-regulatory program that gives consumers more information and choice about the advertising they see online.

The initiative was developed by the Digital Advertising Alliance of Canada (DAAC).  DAAC members include:

  • Association of Quebec Advertising Agencies;
  • Association of Canadian Advertisers;
  • Canadian Marketing Association;
  • Canadian Media Directors' Council;
  • Le Conseil des directeurs médias du Québec;
  • Institute of Communication Agencies;
  • Interactive Advertising Bureau of Canada; and
  • Advertising Standards Canada.

"We are very pleased to establish this self-regulatory program for online interest-based advertising. The industry has come together to once again act responsibly and provide choice and transparency for consumers," said Bob Reaume, Chair of the Digital Advertising Alliance of Canada.

The core feature of the Canadian program is the "AdChoices" icon. The icon, now widely used in the U.S. and across Europe, tells consumers that participating companies adhere to an accepted set of principles that provide consumers with transparency and control over interest-based ads. The icon links to information about interest-based advertising and an online tool that allows consumers to opt out from this type of advertising if they choose.

Advertising Standards Canada, the independent advertising industry self-regulatory body, has been asked to develop an accountability program to help ensure participating companies are complying with the program principles.  ASC will have in place mechanisms for monitoring, complaint acceptance, handling and reporting.

"Accountability is a fundamental program principle, and the Canadian advertising industry is committed to interest-based advertising that meets consumer expectations for choice, control and transparency," noted ASC President and CEO Linda Nagel.  "Advertising Standards Canada has established robust accountability mechanisms to help promote and ensure program compliance."

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