{"id":1216,"date":"2013-09-05T09:19:06","date_gmt":"2013-09-05T13:19:06","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1216"},"modified":"2017-10-24T10:37:54","modified_gmt":"2017-10-24T14:37:54","slug":"new-self-regulatory-program-for-online-behavioural-advertising","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2013\/new-self-regulatory-program-for-online-behavioural-advertising\/","title":{"rendered":"New Self-regulatory Program For Online Behavioural Advertising"},"content":{"rendered":"<p><em><strong>By Bob Reaume, ACA<\/strong><\/em><\/p>\n<p><a href=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2009\/12\/Bob-Reaume-2013.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12057 alignleft\" alt=\"Bob Reaume - 2013\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2009\/12\/Bob-Reaume-2013-196x300.jpg\" width=\"114\" height=\"155\" \/><\/a>A\u00a0new self-regulatory program for Online Behavioural Advertising (OBA)\u00a0has been developed for Canada. OBA involves tracking consumers\u2019 online activities in order to deliver advertisements targeted to their inferred interests. It has proven to be quite an effective method of advertising.<\/p>\n<p><!--more--><\/p>\n<p>By way of background, for the past two years the ACA was instrumental in forming the Digital Advertising Alliance of Canada (DAAC), which is comprised of Canada\u2019s largest marketing and advertising associations, including Advertising Standards Canada (ASC), Association des agences de publicit\u00e9 du Qu\u00e9bec (AAPQ), Canadian Marketing Association (CMA), Canadian Media Directors\u2019 Council (CMDC), Le Conseil des directeurs m\u00e9dias du Qu\u00e9bec (CDMQ), Interactive Advertising Bureau of Canada (IAB) and Institute of Communication Agencies (ICA).<\/p>\n<p>After participating with the Office of the Privacy Commissioners\u2019 consultations and reviewing their guidelines released on OBA, DAAC has developed a framework that sets out a series of principles for the collection of data to facilitate the delivery of advertising based on the preferences or interests of web users in a manner that is consistent with applicable Canadian privacy laws and the core elements of the global self-regulatory principles for online OBA.<\/p>\n<p>Similar to self-regulatory programs in the U.S. and Europe, online ads are served with an identifying icon\u00a0that indicates to the consumer the advertiser is adhering to the Privacy Principles\u2019 framework for the Canadian program. This program is based on a set of Principles, the key requirements of which are related to:<\/p>\n<ol>\n<li><strong>Educating<\/strong> consumers about OBA;<\/li>\n<li><strong>Notice\/Transparency<\/strong> by companies that participate in OBA, and the particular notice obligations will depend on how a company is involved in OBA;<\/li>\n<li>A <strong>User Control<\/strong> requirement which will enable web users to opt-out of OBA;<\/li>\n<li><strong>Data Security<\/strong> and data retention requirements; and<\/li>\n<li>A specific provision related to the treatment of <strong>Sensitive Information<\/strong>.<\/li>\n<\/ol>\n<p>Most importantly, the DAAC program includes an accountability component that will be managed and operated by ASC. ASC will be responsible for establishing monitoring, complaint, compliance and transparency processes. ASC\u2019s policies, practices and procedures in this regard will form the program\u2019s accountability structure.<\/p>\n<p>The launch program includes introductory webinars and a dedicated website, <a href=\"http:\/\/www.youradchoices.ca\/?utm_source=DAAC+Notices+List&amp;utm_campaign=d826518ad3-Website_Launch_Notice&amp;utm_medium=email&amp;utm_term=0_4e25f5f623-d826518ad3-44235533\" target=\"_blank\"><em>youradchoices.ca<\/em><\/a>\u00a0\/ <a href=\"http:\/\/youradchoices.ca\/fr\/\" target=\"_blank\"><em>votrechoixdepub.ca<\/em><\/a>, which went live on September 5, 2013. \u00a0The site\u00a0provides details for Canadian consumers about how they can opt-out of OBA, and how they can report a complaint of a violation of the self-regulatory principles. There\u00a0is also\u00a0information about how companies can participate in the program, including the pricing, how companies can register to display the AdChoices\/Choixdepub icon, and how to be listed on the consumer opt-out page.<\/p>\n<p><em>Bob Reaume is Vice President, Policy &amp; Research with the ACA. He can be reached at (416) 964-3805, ext 1003 \/ <a href=\"mailto:breaume@ACAweb.ca\">breaume@ACAweb.ca.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Bob Reaume, ACA A\u00a0new self-regulatory program for Online Behavioural Advertising (OBA)\u00a0has been developed for Canada. OBA involves tracking consumers\u2019 online activities in order to deliver advertisements targeted to their inferred interests. It has proven to be quite an effective method of advertising.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127,128],"tags":[57,129,98,111,58,130,131,132,133,134,135,136,137,138],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New Self-regulatory Program For Online Behavioural Advertising | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2013\/new-self-regulatory-program-for-online-behavioural-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Self-regulatory Program For Online Behavioural Advertising | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Bob Reaume, ACA A\u00a0new self-regulatory program for Online Behavioural Advertising (OBA)\u00a0has been developed for Canada. 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