New AdChoices Guidelines & Tools for Mobile Released In Canada

As a founding member of  the Digital Advertising Alliance of Canada (DAAC), CMA is pleased to advise members of a major step forward for the Canadian self-regulatory program for online interest-based advertising. Mobile web and mobile apps are now addressed within the Canadian Ad Choices program with the release of new consumer choice tools and a new document  and related guidelines that explain how the existing self-regulatory principles for interest-based advertising apply to the mobile web and mobile app environments.

New Mobile Choice Tools for Canadians

The DAAC has announced that two new mobile choice tools are now available to consumers in Canada. Bilingual in English and French, Canadian consumers will have greater ability to exercise their interest-based advertising choices in the mobile web and app environment.

First, the consumer choice tool on the DAAC’s website now hosts a cleaner interface for those browsing on a mobile device. This tool will allow consumers to more easily opt-out of interest-based adverting on their mobile web browser.

Second, AppChoices, a free app that allows consumers to set preferences for data collection and use for interest-based advertising across apps, is now available in Canada. The app has been developed to provide a consistent and easy-to-use experience across 11,000 smartphone and tablet devices. It is available for download from Apple’s App Store, Google Play and Amazon Appstore.

Wally Hill, CMA’s VP Government & Consumer Affairs who serves as DAAC Board Chair notes that, “Interest-based advertising in mobile and elsewhere finances a great diversity of mobile content, services and apps that consumers enjoy and use every day. It is crucial to protect marketers’ ability to leverage that ecosystem and the AdChoices self-regulatory program assists digital publishers and advertisers in complying with Canadian privacy laws governing the use of personal information”.

The DAAC has set an implementation deadline of December 31, 2017 for the mobile guidelines, by which time all DAAC participants should be compliant. Advertising Standards Canada (ASC) will extend its compliance oversight under the ASC AdChoices Accountability Program to the mobile space on January 1st, 2018.

Companies who would like to join the DAAC’s AdChoices self-regulatory program, or who would like more information on about the new tools, are encouraged to contact the DAAC at:

Download the Documents

  • Application of Self-Regulatory Principles to the Mobile Environment: English, French.
  • Mobile Ad Marker Implementation Guidelines: English, French.
  • Canadian Self-Regulatory Principles for Online Behavioural Advertising: English, French.

Tags: daac, marketing, digital, adchoices, self-regulatory, mobile, canadian