AdChoices Program - CMA

AdChoices, the Canadian Self-Regulatory Program for Online Behavioural Advertising brings more transparency and consumer choice to online advertising. The program has been crafted by the Digital Advertising Alliance of Canada (DAAC), a partnership between CMA and seven other Canadian leading marketing and advertising associations.

The program has officially launched on September 17th, 2013. For the CMA press release, please click here.

More details about the program can be found at or



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What is online behavioural advertising?

The collection and use of data collected across multiple web sites in order to predict user preferences and to show ads that are most likely to be of interest to users.

Why do we need a Canadian program?

The Office of the Privacy Commissioner of Canada has issued specific guidelines on OBA, and most recently announced it is conducting research on how Canadian companies are complying with those guidelines. The DAAC program was designed to be consistent with Canadian privacy laws, but also to set out a consumer-friendly framework for the delivery of OBA. It is also based on the global standard set of OBA principles created by the Digital Advertising Alliance in the US.

How does the program work?

The program gives consumers more information and choice about the collection of their personal information for purposes of OBA and the advertising they receive online. The core feature of the program is the “Ad Choices” triangle icon (pictured above) which tells consumers that participating companies adhere to an accepted set of principles that provide are intended to provide consumers with transparency and control over collection of their personal information for OBA purposes and interest-based ads directed to them. The icon links to information about interest-based advertising and allows consumers to opt out from this type of advertising if they choose.

Who created the program?

AdChoices was launched in Canada on September 17, 2013 by the Digital Advertising Alliance of Canada (DAAC), which was formed by eight (8) marketing and advertising trade associations, including the Canadian Marketing Association (CMA).

Who has joined the program?

54 companies directly involved in OBA are registered to the program, as of March 23, 2015.


The U.S. Digital Advertising Alliance (DAA) launched on February 25, 2015 two new mobile tools for consumers – "AppChoices" and the "DAA Consumer Choice Page for Mobile Web." These innovations supplement the already existing AdChoices program for desktop browsers by providing consumers with transparency and control over interest-based ads through the use of the AdChoices icon.

AppChoices provides an easy-to-use interface to allow users to set their preferences for data collection and use across apps for interest-based advertising and other applicable uses.  The Consumer Choice Page for Mobile Web is a mobile-optimized version of the desktop choice page.

These new tools are expected to generate greater trust and engagement between brands and consumers across different platforms.

Tags: Advocacy, Consumer Privacy, Consumer Protection, E-marketing, Privacy, Ethics, Regulatory Affairs, Online Behavioural Advertising