In December 2011, the Office of the Privacy Commissioner of Canada (OPC) issued guidance in December 2011 stating that “collection or use of an individual’s web browsing activity must be done with that person’s knowledge and consent” and that there must be an “opt-out” mechanism if the technology is being used for on-line behavioural advertising. However, organizations in Canada have been short on tools for complying with the OPC’s guidance and have been slow to increase the prominence of their disclosure regarding cookie use.
Meanwhile, Canada has lagged behind on practical advice from the Federal and Provincial Privacy Commissioners and tools for assisting Internet users to opt-out of tracking technologies. On the “tools” front, this may change. In a preface to an article reporting on an interview with outgoing IAB Canada president Paula Gignac, Marketing Magazine reports that IAB Canada is in negotiations to bring the AdChoices program to Canada. Some Canadian organizations aren’t waiting for a Canadian solution. The AdChoices icon has begun popping up on websites of Canadian-based organizations.