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class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Internet-based advertising program</div> <style data-mw-deduplicate="TemplateStyles:r1251242444">.mw-parser-output .ambox{border:1px solid #a2a9b1;border-left:10px solid #36c;background-color:#fbfbfb;box-sizing:border-box}.mw-parser-output .ambox+link+.ambox,.mw-parser-output .ambox+link+style+.ambox,.mw-parser-output .ambox+link+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+style+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+link+.ambox{margin-top:-1px}html body.mediawiki .mw-parser-output .ambox.mbox-small-left{margin:4px 1em 4px 0;overflow:hidden;width:238px;border-collapse:collapse;font-size:88%;line-height:1.25em}.mw-parser-output .ambox-speedy{border-left:10px solid #b32424;background-color:#fee7e6}.mw-parser-output .ambox-delete{border-left:10px solid #b32424}.mw-parser-output .ambox-content{border-left:10px solid #f28500}.mw-parser-output .ambox-style{border-left:10px solid #fc3}.mw-parser-output .ambox-move{border-left:10px solid #9932cc}.mw-parser-output .ambox-protection{border-left:10px solid #a2a9b1}.mw-parser-output .ambox .mbox-text{border:none;padding:0.25em 0.5em;width:100%}.mw-parser-output .ambox .mbox-image{border:none;padding:2px 0 2px 0.5em;text-align:center}.mw-parser-output .ambox .mbox-imageright{border:none;padding:2px 0.5em 2px 0;text-align:center}.mw-parser-output .ambox .mbox-empty-cell{border:none;padding:0;width:1px}.mw-parser-output .ambox .mbox-image-div{width:52px}@media(min-width:720px){.mw-parser-output .ambox{margin:0 10%}}@media print{body.ns-0 .mw-parser-output .ambox{display:none!important}}</style><table class="box-COI plainlinks metadata ambox ambox-content ambox-COI" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span class="skin-invert" typeof="mw:File"><span><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/fe/Unbalanced_scales.svg/45px-Unbalanced_scales.svg.png" decoding="async" width="45" height="40" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/fe/Unbalanced_scales.svg/68px-Unbalanced_scales.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/fe/Unbalanced_scales.svg/90px-Unbalanced_scales.svg.png 2x" data-file-width="400" data-file-height="354" /></span></span></div></td><td class="mbox-text"><div class="mbox-text-span"><b> A major contributor to this article appears to have a <a href="/wiki/Wikipedia:Conflict_of_interest" title="Wikipedia:Conflict of interest">close connection</a> with its subject.</b><span class="hide-when-compact"> It may require cleanup to comply with Wikipedia's content policies, particularly <a href="/wiki/Wikipedia:Neutral_point_of_view" title="Wikipedia:Neutral point of view">neutral point of view</a>. Please discuss further on the <a href="/wiki/Talk:AdChoices" title="Talk:AdChoices">talk page</a>.</span> <span class="date-container"><i>(<span class="date">June 2016</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table><p><b>AdChoices</b> is a <a href="/wiki/Self-regulatory_organization" title="Self-regulatory organization">self-regulatory program</a> for <a href="/wiki/Online_advertising" title="Online advertising">online interest-based advertising</a> that exists in the United States, Canada and across Europe. The program calls for <a href="/wiki/Advertising_companies" class="mw-redirect" title="Advertising companies">advertising companies</a> to establish and enforce responsible <a href="/wiki/Internet_privacy" title="Internet privacy">privacy practices</a> for <a href="/wiki/Interest-based_advertising" class="mw-redirect" title="Interest-based advertising">interest-based advertising</a>, aimed to give consumers enhanced transparency and control. Companies adhere to a set of principles<sup id="cite_ref-officialUSprinciples_1-0" class="reference"><a href="#cite_note-officialUSprinciples-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialCANprinciples_2-0" class="reference"><a href="#cite_note-officialCANprinciples-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialEUprinciples_3-0" class="reference"><a href="#cite_note-officialEUprinciples-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> that are enforced by accountability programs.<sup id="cite_ref-officialUSaccountability_4-0" class="reference"><a href="#cite_note-officialUSaccountability-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialCANaccountability_5-0" class="reference"><a href="#cite_note-officialCANaccountability-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialEUaccountability_6-0" class="reference"><a href="#cite_note-officialEUaccountability-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> </p><p>"Interest-based advertising" (also known as "online behavioural advertising" or "<a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">behavioral targeting</a>") selectively displays ads based on browsing history, primarily using <a href="/wiki/HTTP_cookie" title="HTTP cookie">cookies</a>, to users most likely to identify with and respond to the ad's specific content. The AdChoices icon is shown automatically by companies part of the self-regulatory program, and is meant to indicate to consumers when interest-based advertising data is being collected or used. By clicking on the icon (which is usually found in the top right corner of an online advertisement), a consumer can learn more about the ad or a website's collection practices, and be provided with the ability to opt-out of such targeting. </p><p>Although it is possible to opt out of interest-based advertising through the AdChoices program(s),<sup id="cite_ref-officialUSoptout_7-0" class="reference"><a href="#cite_note-officialUSoptout-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialCANoptout_8-0" class="reference"><a href="#cite_note-officialCANoptout-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialUKoptout_9-0" class="reference"><a href="#cite_note-officialUKoptout-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-officialEUoptout_10-0" class="reference"><a href="#cite_note-officialEUoptout-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> opting out does not block advertisements nor prevent tracking of web browsing history by use of other ways (e.g. <a href="/wiki/Local_shared_object" title="Local shared object">Flash cookies</a>). The US and Canadian AdChoices programs require that participating companies not use Flash cookies or similar locally shared objects for online interest-based advertising purposes </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=AdChoices&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In 2009, the <a href="/wiki/Federal_Trade_Commission" title="Federal Trade Commission">Federal Trade Commission</a> began looking into internet advertising platforms and suggested that the industry develop guidelines for self-regulation. The <a href="/wiki/American_Association_of_Advertising_Agencies" title="American Association of Advertising Agencies">American Association of Advertising Agencies</a>, the <a href="/wiki/Association_of_National_Advertisers" title="Association of National Advertisers">Association of National Advertisers</a> (ANA), the <a href="/wiki/American_Advertising_Federation" title="American Advertising Federation">American Advertising Federation</a> (AAF), the <a href="/wiki/Direct_Marketing_Association_(United_States)" class="mw-redirect" title="Direct Marketing Association (United States)">Direct Marketing Association</a> (DMA), the <a href="/wiki/Interactive_Advertising_Bureau" title="Interactive Advertising Bureau">Interactive Advertising Bureau</a> (IAB), the <a href="/wiki/Better_Business_Bureau" title="Better Business Bureau">Better Business Bureau</a> (BBB), and the <a href="/wiki/Network_Advertising_Initiative" title="Network Advertising Initiative">Network Advertising Initiative</a> (NAI) joined together to form the Self-Regulatory Program for Online Behavioral Advertising. The alliance managing the program was called the <b>Digital Advertising Alliance (DAA)</b>. The DAA's AdChoices program was launched in October 2010.<sup id="cite_ref-all-about-adchoices_11-0" class="reference"><a href="#cite_note-all-about-adchoices-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> The program calls for companies to follow responsible privacy principles for internet-based advertising. Compliance with the DAA Principles is independently enforced for all companies in digital advertising by the Digital Advertising Accountability Program (DAAP) of the BBB National Programs and the accountability division of the Association of National Advertisers.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p><p>In July 2013, additional principles were launched by the DAA to address interest-based data collected from smartphones and tablets.<sup id="cite_ref-officialUSmobileprinciples_13-0" class="reference"><a href="#cite_note-officialUSmobileprinciples-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> To give consumers a choice mechanism for that environment, in February 2015, the DAA officially launched AppChoices,<sup id="cite_ref-appchoices_15-0" class="reference"><a href="#cite_note-appchoices-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-appchoiceslaunch_16-0" class="reference"><a href="#cite_note-appchoiceslaunch-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> an opt-out app for mobile devices. </p><p>In September 2013, the Canadian version of the AdChoices program was launched by the <a href="/wiki/Digital_Advertising_Alliance_of_Canada_(DAAC)" class="mw-redirect" title="Digital Advertising Alliance of Canada (DAAC)">Digital Advertising Alliance of Canada (DAAC)</a>, composed of a similar set of marketing and communications trade associations<sup id="cite_ref-aboutthedaac_17-0" class="reference"><a href="#cite_note-aboutthedaac-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> as in the US, to address the <a href="/wiki/Privacy_Commissioner_of_Canada" title="Privacy Commissioner of Canada">Office of the Privacy Commissioner of Canada (OPC)</a>'s guidelines for online behavioural advertising.<sup id="cite_ref-opcguidelines_18-0" class="reference"><a href="#cite_note-opcguidelines-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> The AdChoices program can be implemented in a manner consistent with existing Canadian privacy laws and the OPC's guidelines for online interest-based advertising. </p> <div class="mw-heading mw-heading2"><h2 id="Participants">Participants</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=AdChoices&action=edit&section=2" title="Edit section: Participants"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The AdChoices self-regulatory programs have over 200 participants.<sup id="cite_ref-participants_19-0" class="reference"><a href="#cite_note-participants-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-participantsCAN_20-0" class="reference"><a href="#cite_note-participantsCAN-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-participantsEU_21-0" class="reference"><a href="#cite_note-participantsEU-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Participants include <a href="/wiki/AOL" title="AOL">AOL</a>,<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> <a href="/wiki/AT%26T" title="AT&T">AT&T</a>, <a href="/wiki/Bloomberg_L.P." title="Bloomberg L.P.">Bloomberg</a>, <a href="/wiki/Comcast" title="Comcast">Comcast</a>, <a href="/wiki/Conde_Nast" class="mw-redirect" title="Conde Nast">Conde Nast</a>, <a href="/wiki/Dow_Jones_%26_Company" title="Dow Jones & Company">Dow Jones</a>, <a href="/wiki/Facebook" title="Facebook">Facebook</a>,<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> <a href="/wiki/General_Motors" title="General Motors">General Motors</a>, <a href="/wiki/Google_Inc." class="mw-redirect" title="Google Inc.">Google Inc.</a>,<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Microsoft" title="Microsoft">Microsoft</a>,<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Procter_%26_Gamble" title="Procter & Gamble">Procter & Gamble</a>,<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Taboola" title="Taboola">Taboola</a>, <a href="/wiki/Yahoo!" class="mw-redirect" title="Yahoo!">Yahoo!</a>,<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> and many others.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> </p><p>Lists of Canadian and European program participants are found on their official websites.<sup id="cite_ref-participantsCAN_20-1" class="reference"><a href="#cite_note-participantsCAN-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-participantsEU_21-1" class="reference"><a href="#cite_note-participantsEU-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Reception">Reception</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=AdChoices&action=edit&section=3" title="Edit section: Reception"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A study conducted by Parks Associates and discussed in <a href="/wiki/AdAge" class="mw-redirect" title="AdAge">AdAge</a> found that three years after the introduction of the AdChoices icon, most consumers were unaware of it, and in fact, awareness had grown only from 5% in 2011 to 6% in 2013.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> According to a <a href="/wiki/TRUSTe" class="mw-redirect" title="TRUSTe">TRUSTe</a> survey from 2015: "However, research also showed that awareness of the AdChoices icon, part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for OBA [online behavioral ads, or interest-based ads] jumped to 37% – a significant increase from 21% the previous year. This program provides users with more control over their online ad experience with the option to opt-out of personal targeting."<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> Furthermore, in 10 of 13 European countries surveyed by <a href="/wiki/TRUSTe" class="mw-redirect" title="TRUSTe">TRUSTe</a> and the European Interactive Digital Advertising Alliance in December 2015, at least 1 in 4 consumers who are aware of the icon say they have clicked on it.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=AdChoices&action=edit&section=4" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-officialUSprinciples-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-officialUSprinciples_1-0">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.aboutads.info/principles/">"The DAA AdChoices Principles"</a><span class="reference-accessdate">. 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