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ARTICLE · 18 DECEMBER 2012

Online Behavioural Advertising Guidelines Released

Heenan Blaikie LLP
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Over the last year, the Office of the Privacy Commissioner of Canada released a set of Guidelines and a Policy Position on online behavioural advertising.

CanadaMedia, Telecoms, IT, Entertainment
Marketing, Advertising & Regulatory Group
Marketing, Advertising & Regulatory Group

Over the last year, the Office of the Privacy Commissioner of Canada ("OPC") released a set of Guidelines and a Policy Position on online behavioural advertising ("OBA").

The OPC defines OBA as "tracking and targeting of individuals' web activities across sites and over time, in order to serve advertisements that are tailored to those individuals' inferred interests."

In the OPC's Privacy and Online Behavioural Advertising Guidelines, the OPC takes the position that information collected in the context of OBA will generally constitute personal information and will therefore be subject to the federal privacy legislation, the Personal Information Protection and Electronic Documents Act ("PIPEDA").

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