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ARTICLE · 11 AUGUST 2015

Online Behavioural Advertising: An Update For Advertisers, Ad Networks And Agencies

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On April 7, 2015, The Office of the Privacy Commissioner of Canada released its findings on its investigation into Bell's Relevant Advertising Program.

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On April 7, 2015, The Office of the Privacy Commissioner of Canada ("OPC") released its findings on its investigation into Bell's Relevant Advertising Program ("RAP"),1 an online behavioural advertising ("OBA") service, stating that Bell had violated the federal Personal Information Protection and Electronic Documents Act ("PIPEDA"). A few days later, on April 16, 2015, a national class action suit was filed in the Ontario Superior Court of Justice against Bell Mobility Inc. and Bell Canada Inc. claiming $750 million in damages for breach of contract, breach of the Telecommunications Act, intrusion upon seclusion and waiver of tort arising from the unauthorized use of customers' personal information for the RAP. A similar suit was also filed in Quebec. Taken in combination with the OPC's research report on online behavioural advertising released in June 20152 and recent changes to PIPEDA,3 advertisers, ad networks and agencies should be aware of the increased legal

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