New program for OBA gives consumers more choice, makes advertisers more accountable

October 10th, 2013 | ACA Team,

By Jessica Yared, ACA

AdChoices Logo

Consumers will now have access to more information and greater control over ads displayed to them based on their online behaviour. For their part, advertisers will be able to educate themselves and determine whether they are observing the principles of responsible online behavioural advertising in Canada.

The Canadian Self-Regulatory Program for Online Behavioural Advertising was developed by the Digital Advertising Alliance of Canada (DAAC), which is made up of Canada’s major marketing and advertising associations, including the Association of Canadian Advertisers (ACA).

“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 DAAC and Vice-President, Policy and Research at the ACA.

The hallmark of the program is the AdChoices icon, already in use across the U.S. and Europe. Advertisers can apply to use the icon, signifying to consumers that they adhere to the principles set forth by the DAAC.

For more details visit www.youradchoices.ca.

Read the DAAC press release.
Read the principles as set out by the DAAC.
Download the DAAC AdChoices webinar.