Canada Dashboard Digest

Advertisers Offering Consumers Choice

BEHAVIOURAL TARGETING

September 20, 2013

The Digital Advertising Alliance of Canada (DAAC) has announced a program to allow consumers “to control whether they want to receive targeted advertising messages,” The Globe and Mail reports. Canadians will soon begin to see an “Ad Choices” icon in this offshoot of a movement that began in the U.S. and later spread to Europe. The DAAC hopes to educate consumers about how they are targeted, while the Office of the Privacy Commissioner has said it is “pleased that the advertising industry is taking action on this issue … the use of online behavioural advertising has grown dramatically and we are concerned that Canadians’ privacy rights are not always being respected.”
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