Interest-Based Advertising Guidelines for the Mobile Environment

In our highly connected data-oriented world, we are seeing a huge shift in how consumers interact in the digital space. The use of mobile apps is growing exponentially, and certainly dominates as a means of staying connected compared to traditional access to the Internet using desktop computers. In that light, on May 3, 2017, the Digital Advertising Alliance of Canada (DAAC) released guidance and tools to enhance the consumer choice experience when interacting in the mobile environment.

The Self-Regulatory Principles of Online Behavioural Advertising (“OBA Principles”) were developed in 1992 when the app environment wasn’t prevalent. At that time, the DAAC focused heavily on being transparent about, and providing choices with respect to, the installation of cookies. The new guidelines focus on transparency and control for cross-app data – data that is collected from a particular device regarding application use over time and that is shared across other apps for the purposes of delivering interest-based advertising. The guidelines also speaks to transparency and control for precise location data and personal directory data, stating that “clear, meaningful and prominent notice” of disclosures of such data to any third parties must be given by the app owner.

The guidelines also highlight that sensitive personal information should not be used for the purpose of delivering interest-based ads within an app, and that appropriate safeguards must be in place to protect corss-app data, precise location data and personal directory data from loss, theft or unauthorized access.

DAAC’s new AppChoices app is also now available for androids and iphones – it can  be used to opt out from the collection and sharing of cross-app data on one’s device for interest-based advertising by some or all of the companies participating in AppChoices.