The AdChoices Accountability Program

Ad Standards is responsible for the Digital Advertising Alliance of Canada (DAAC) AdChoices Accountability Program (AdChoices). Ad Standards reviews participating companies’ practices in relation to online behavioural advertising (commonly referred to as “interest-based advertising”), and helps ensure they meet the requirements set out in the DAAC Self-Regulatory Principles for Online Behavioural Advertising (the DAAC Principles). Details about the AdChoices Accountability Program can be viewed here: Online Behavioural Advertising Compliance Procedure.

Ad Standards' responsibilities under the DAAC AdChoices Program include:

  • Monitoring participating companies' websites and mobile apps for compliance with the Principles;
  • Investigating and responding to consumers' complaints concerning non-compliance with the Principles;
  • Working collaboratively with participating companies to achieve compliance; and
  • Publishing compliance reports.

Ad Standards published its fifth AdChoices Accountability Program Compliance Report, in May 2020. Read the latest report.

For any information about the AdChoices Accountability Program, please contact:

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