AdChoices Program Benefits

The Digital Advertising Alliance of Canada (DAAC) provides consumers with enhanced transparency and control, establishes and enforces responsible privacy practices across the industry for relevant digital advertising, and builds the trust of consumers and other stakeholders in the marketing and advertising industry.

AdChoices Program Benefits for Companies:

• Gain access to the licensed standardized icon to use on your ads and all the websites/apps your company owns or controls.

• Link to our website and tools in your privacy notices to consumers.

• Agree to be monitored by the independent accountability program run by Ad Standards.

• Gain insights and a consultative value from the DAAC.

On-Demand Webinar

Get to know the basics of the AdChoices self-regulatory program through our 25-minute on-demand webinar.

Why Should a Company Participate in the AdChoices Program?

AdChoices communicates these messages to consumers:

Advertising keeps the internet free.  In reading the complaint letters we receive from consumers and from research we’ve read and conducted on our own, we see that a significant portion of consumers misunderstand the concept that advertising fuels the Web. To many of them, advertising is a negative experience. With the AdChoices icon exposed trillions of times per month on ads, tying the icon to an educational message that advertising keeps the internet and the services individuals use free - and that tailored ads are more interesting than non-tailored ones - is beneficial to all advertisers and the industry at large.

The AdChoices icon is synonymous with “surf with confidence.”  This message not only provides a sense of security to consumers while surfing the Web, but it also supports the marketers who are in turn providing a safe space for consumers to spend time on their site or app.

Premium advertising comes with AdChoices.  As consumers begin to understand that advertising keeps the services they use on the Web free, when they see the AdChoices icon they will know that they are being treated with respect and are seeing a more relevant advertising message, one tailored for their browser or device. Displaying the AdChoices icon proves that the advertiser invests in quality resources - and that the ad tech partners they work with are reputable - providing advertising that talks directly to their target audience. The environment they are choosing to surf in is a premium one.

In addition, AdChoices provides the following services to participants:

Digital advertising and the associated privacy requirements are self-regulated in Canada.  The independent auditing provided by Ad Standards to companies that are part of the AdChoices program could be a risk mitigator.

The DAAC is, first and foremost, a partner.  The DAAC, alongside Ad Standards, is willing and capable of reviewing privacy statements, identifying areas for improvement, and educating on the steps to be taken to ensure program compliance. We are here to help you on your compliance journey.