The Digital Advertising Alliance of Canada (DAAC) is a Canadian

non-profit A nonprofit organization (NPO) or non-profit organisation, also known as a non-business entity, not-for-profit organization, or nonprofit institution, is a legal entity organized and operated for a collective, public or social benefit, in co ...

trade association A trade association, also known as an industry trade group, business association, sector association or industry body, is an organization founded and funded by businesses that operate in a specific Industry (economics), industry. An industry tra ...

. Founded in 2013 by eight Canadian marketing and communications trade associations, the DAAC is responsible for the operations of the

AdChoices AdChoices is a self-regulatory program for online interest-based advertising that exists in the United States, Canada and across Europe. The program calls for advertising companies to establish and enforce responsible privacy practices for inte ...

self-regulatory programs, and the Political Ads Program, in Canada.

The AdChoices program in Canada

The DAAC's website serves offers consumers the ability to opt out of interest-based advertising from participating companies through a single page. The associations that have developed this program are: * Association des agences de communication créative (A2C); * Association of Canadian Advertisers (ACA); * Canadian Marketing Association (CMA); * Canadian Media Directors' Council (CMDC); * Le Conseil des directeurs médias du Québec (CDMQ); * Institute of Communication Agencies (ICA); and, * Interactive Advertising Bureau of Canada (IAB Canada).

Advertising Standards Canada Ad Standards (formerly Advertising Standards Canada) is the advertising industry's non-profit self-regulating body created in 1957 to ensure the integrity and viability of advertising in Canada. The organization's members include major advertise ...

(ASC) implements the accountability program, which involves monitoring participants and providing guidance to bring companies into compliance with the principles. ASC also compiles reports about the AdChoices program in Canada. The Executive Director of the DAAC is Julie Ford.

Political Ads Program

In June 2019, the DAAC announced the Political Ads Program in Canada, an ad transparency platform for political advertisers.

OPC Research Study on OBA

In June 2015, the

Office of the Privacy Commissioner of Canada The privacy commissioner of Canada (french: Commissaire à la protection de la vie privée du Canada) is a non-partisan ombudsman and officer of the Parliament of Canada. The commissioner investigates complaints regarding violations of the fed ...

released a research study of the Canadian digital ad industry, to see how their guidelines for online behavioural advertising were being adhered to. The OPC study found that notice of OBA and opt-out was given to web users 96% of the time – primarily by way of the AdChoices icon, but they did recommend some improvements, such as ensuring all targeted ads have notice on them and the ability to opt out, companies avoid targeting based on sensitive topics, and closely monitor their use of

retargeting In software engineering, retargeting is an attribute of software development tools that have been specifically designed to generate code for more than one computing platform. Compilers A retargetable compiler is a compiler that has been designed ...

References

External links

*{{official website, https://youradchoices.ca/ Trade associations based in Canada Organizations established in 2013 Advertising trade associations Advertising in Canada