Ad Choices Program -or- OBA Self-Regulation

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The Ad Choices program is an effort by many of Canada’s largest marketing and advertising trade associations to give consumers more information and choice about online behavioural advertising. The program requires companies to clearly inform consumers about their data collection and use practices and to enable consumers to exercise greater control over the behavioural advertising they encounter.

A central element of the Canadian Self-Regulatory Program for Online Behavioural Advertising (also called the Ad Choices program) is the clickable Ad Choices Icon (a blue i triangle), placed on or near online advertisements that links users to information about online behavioural advertising. When the Icon is clicked, the consumer is able to identify the companies involved in serving such ads to them, and see a description of each company’s data collection and use practices. The Icon should also link users to a Choice mechanism they can use to opt out of future online behavioural advertising. Companies who collect or use online behavioural advertising are encouraged to sign-up to the Canadian Ad Choices program. Visit: