Online behavioural / targeted advertising

Things to know

Canadian privacy regulators take the position that the information involved in tailoring ads for users based on their online activities or contact information generally constitutes personal information
Opt-out consent for online behavioural advertising (OBA) is generally considered reasonable, provided certain conditions are met

Provide notice to individuals at the time or before the OBA data flow takes place in a manner that is clear and understandable using communication methods such as online banners, layered approaches, and interactive tools
Provide information about the various parties involved in online behavioural advertising
Ensure individuals are able to easily opt-out
Ensure the opt-out takes effect immediately and is persistent
Do not collect or use, to the extent practicable, sensitive personal information
Destroy personal information as soon as possible or effectively de-identify it
Ensure that your practices comply with the relevant guidance and decisions of Canadian privacy regulators

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