ARTICLE · 24 JUNE 2012

New Canadian Policy Position On On-Line Behavioural Advertising

Dentons Canada LLP

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The Office of the Privacy Commissioner of Canada (OPC) has released a more detailed policy position regarding on-line behavioural advertising.

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The Office of the Privacy Commissioner of Canada (OPC) has released a more detailed policy position regarding on-line behavioural advertising. This is a must-read for companies conducting on-line behavioural advertising strategies in Canada.

The OPC defines on-line behavioural advertising as advertising that uses information regarding the multiple websites that a person has visited and will usually involve advertisements on multiple websites. The OPC gives the following example: "a user has visited websites about pets in the past, then ads related to pets might be shown on various web sites, even sites that are not related to pets (e.g., an online newspaper)." On-line behavioural advertising differs from 1st party advertising where the organization's advertising is based solely on the profile of an individual with whom that organization has a relationship and is not based on tracking the individual across websites.

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