What is AdChoices and the DAAC’s Self-Regulatory Program?

The Digital Advertising Alliance of Canada (DAAC) is an independent not-for-profit organization that establishes and enforces responsible privacy practices for relevant digital advertising while giving consumers information and control over the types of digital advertising they receive.

The DAAC operates the AdChoices program, which includes a set of principles that participating companies agree to adhere to and offers the public tools to control interest-based advertising online.

The Ad Standards independently enforce compliance with the DAAC principles, a self-regulatory body that operates an accountability program for AdChoices.

The DAAC’s AdChoices program applies to data collection and use for interest-based advertising in Canada. For information regarding programs in other nations and regions, please visit sister organizations, respectively:

• European Union/European Economic Area (EDAA)
• India & Middle East (DAAA)
• United States (DAA)

The DAAC also runs the Political Ads self-regulatory program, designed to increase transparency for online political and issue-based advertisements. You can learn more about that other self-regulatory program at PoliticalAds.ca.

What are the Canadian self-regulatory principles for online interest-based advertising?

The Canadian self-regulatory principles for online interest-based advertising is an effort by many of the nation’s largest marketing and advertising trade associations to give consumers more information and control over online advertising.

The self-regulatory program requires companies to inform consumers about their data collection and use practices and to enable consumers to exercise greater control over the types of ads they see.

This website is a central element of that program by allowing consumers to opt out of interest-based advertising from a wide range of participating companies through a single page.

Do the program’s principles cover all online advertising?

No. The DAAC principles cover only activities defined in the principles as interest-based advertising (IBA). IBA does not include:

• Activities of first parties that are limited to their own websites or apps;
• Contextual advertising, which is advertising based on the content of the webpage being visited, a consumer’s current visit to a webpage or app, or a search query;
• Ad reporting, the collection or use of information for statistical reporting, web analytics/analysis, and advertising metrics; or
• Ad delivery, the distribution or delivery of online advertisements or advertising-related services using ad reporting data and not based on user preferences inferred from information collected over time and across websites or apps.

Who is the DAAC?

The DAAC is a not-for-profit association overseen by Canada’s leading marketing & advertising trade associations.

The associations that have developed this program are eight of the largest marketing and media associations in Canada:

• Association des agences de communication créative (A2C)
• Association of Canadian Advertisers (ACA)
• Canadian Marketing Association (CMA)
• Canadian Media Directors’ Council (CMDC)
• Institute of Canadian Agencies (ICA)
• Interactive Advertising Bureau of Canada (IAB Canada)
• Ad Standards implements the accountability program for the DAAC’s self-regulatory program.

All of these associations and the registrants of the AdChoices self-regulatory program in Canada, have agreed to help promote widespread industry adoption of the program.

Click here to learn more about who the DAAC is.

What is online interest-based (or online behavioural) advertising?

Online interest-based advertising – also called “online behavioural advertising” – uses information gathered through your browser or mobile device about your visits over time and across different websites and apps in order to help predict your preferences and show you ads that are more likely to be of interest to you.

For example, a sporting goods manufacturer might work with an advertising network that collects and uses online interest-based advertising information to deliver ads to the browsers of users who have recently visited sports-related websites, or an airline might direct ads to users who recently visited mobile travel apps.

How does online interest-based advertising work?

How does online interest-based advertising work? When you visit a website or use an app that works with an advertising network or other online advertising companies, these companies gather information about your browser or device to tell when that same browser or device visits other websites or apps within the same network—even if different companies run these content offerings or have different web addresses or brands.

Over time, the information gathered about the browser or device may help predict the user’s likely interest in particular categories of ads. For example, users who frequently visit baseball-related websites might receive more ads for the “baseball/sports enthusiast” category, or users who engage with automobile review apps might receive more ads for the particular models of cars that interest them. This inferred interest category provides advertising relevant to the category to a specific browser or device.

The process of serving ads to particular users, based on their predicted interests, relies on recognizing the cookies stored in users’ browsers or on advertising IDs associated with mobile devices.

What are the benefits of online interest-based advertising for me?

The most important benefit of interest-based advertising is the free Internet itself. For example, many non-subscription websites and online services rely on this type of advertising for revenue, so they do not have to charge users for the content they provide or otherwise subsidize the cost of delivering content and services. When you check the news or the weather online, scan your favourite entertainment site or blog, play a free online game or app, or watch a popular TV show or music video on your computer, you see the consumer benefits of online advertising at work.

Put another way, advertising is the financial engine that powers most websites and apps, and online interest-based advertising is a significant part of that economic model. Without it, some websites and services might have to start charging users, and others would not be able to continue delivering the innovative online services that they currently do.

Another benefit of online interest-based advertising for users is more relevant ads. When advertisers use online interest-based advertising, you get more interesting, relevant, and useful ads. For example, if you’re a college student, you might be more interested in seeing ads for spring break destinations than retirement homes. Music lovers may want to see their favourite band coming to town. These relevant ads improve the online experience and help users find the things that interest them more easily.

What types of information do companies use to advertise to me online?

In addition to interest-related information, online advertising companies may use information about a device’s general location, such as the city or postal code, to market products most interested in a particular region or help local advertisers reach their customers.

Advertising companies may also use demographic information, such as age, gender or occupation provided during registration for access and use of a site, or they can attempt to infer such information based on the general demographics of visitors to a particular site. They may separately use the data they have collected online to make additional predictions about users’ interests or backgrounds, or they may combine their data with related information from other sources.

A typical set of information associated with a user's web browser might include:

• Gender: Male
• Age range: 25-34
• Geography: Vancouver area
• Interested in basketball
• Interested in travel to New York
• Car shopper

Some advertising companies give users access to the categories of information associated with their browsers so that users can edit that information to make it more useful and accurate.

What are cookies and how are they used in online advertising?

Cookies are small pieces of text placed on your hard drive by the websites you visit and the advertising companies and partners for those sites. Only the website or ad company that sets a cookie can read it. You can use the preferences in your browser to view and control the cookies you currently have set.

Most commonly, cookies help websites remember visitors when they return to their site. A cookie can help remember your login, and it can also remember your computer’s location so that the website can show your local news or weather when you return, or it can remind you what you placed in your online shopping cart. In short, cookies are used to customize websites for you based on the preferences you’ve chosen, and through predictions about the type of content that might interest you.

In the advertising world, cookies are used in many different ways. Online advertising companies use cookies to help deliver ads and track their performance, they can provide information about how many times an advertisement has been seen, which browsers have received an ad, and what sites were being visited when an ad appeared. Cookies can also help predict which type of advertisements might be of interest to users in the future, and help advertising companies recognize the browsers of users so that these ads can be delivered to them.

Cookies are just one way that interest-based advertising occurs online.

What is the difference between first-party cookies and third-party cookies?

First-party cookies are those set by a website you are visiting. They are often used to remember your preferences with that particular website.

Third-party cookies are those set by companies other than the website you are visiting. These cookies furnish widgets, advertisements, social plug-ins or other content to the webpage you are visiting. On the consumer choice page, all of the participating companies in the tools are treated as third parties, and therefore third-party cookies must be enabled in order for the companies to be able to report your status and to set your requested opt-outs.

Note that Apple’s Safari web browser disables third-party cookies by default.

What are device identifiers, and how do they differ from cookies?

Cookies are not the only bits of technology that advertisers rely on. In apps, non-cookie technologies – called device ID’s – are used to help serve interest-based ads. The DAAC’s AppChoices app helps consumers have transparency and control over these identifiers with the companies listed in the app.

What can I do if I don’t want to receive online interest-based advertising?

You can opt out of receiving interest-based advertising from the companies participating in the DAAC AdChoices program’s WebChoices consumer choice tool, which is available in versions for desktop and mobile browsers. The DAAC also offers a separate choice tool – AppChoices – for the collection of cross-app data on a mobile device for interest-based advertising and other applicable uses. To exercise choice for companies participating in this choice tool, you can install the DAAC’s AppChoices app. Some companies participating in the DAAC may also provide profile management tools. Please follow the company link from the listing within the WebChoices or AppChoices tools to explore these additional controls.

After you opt-out using WebChoices or AppChoices, the participating companies will no longer collect, use, or transfer information about activity on your browser or device, respectively, for the purpose of interest-based advertising or any other applicable data practice covered by the DAAC principles. They may, however, continue to serve online advertising on the pages or apps you visit that is not dependent on information about your online interests and may continue to use data for purposes other than interest-based advertising such as operational purposes, fraud prevention, and analytics.

Browsers and mobile operating systems also provide other privacy mechanisms. We encourage you to review the privacy control settings available in your browser or device platforms settings. Note that some of these controls (such as settings that block first or third-party cookies) may impede the storage of your WebChoices opt-out preferences and may need to be reset to accept such cookies, as you use the WebChoices tool to opt-out, to honour your opt-out requests successfully.

What are the Canadian self-regulatory principles for online interest-based advertising?

The Canadian self-regulatory principles for online interest-based advertising is an effort by many of the nation’s largest marketing and advertising trade associations to give consumers more information and control over the advertising they receive online.

The self-regulatory program requires companies to clearly inform consumers about their data collection and use practices and to enable consumers to exercise greater control over the types of ads they see.

This website serves as a central element of that program by offering consumers the ability to opt out of interest-based advertising from a wide range of participating companies through a single page. The associations that have developed this program are eight of the largest marketing and media associations in Canada:

• Association des agences de communication créative (A2C);
• Association of Canadian Advertisers (ACA);
• Canadian Marketing Association (CMA);
• Canadian Media Directors’ Council (CMDC);
• Institute of Canadian Agencies (ICA); and,
• Interactive Advertising Bureau of Canada (IAB Canada).
• Ad Standards implements the accountability program for the DAAC’s self-regulatory program.

All of these associations and the registrants of the AdChoices self-regulatory program in Canada, have agreed to help promote widespread industry adoption of the program.

What is the AdChoices icon, and what does it tell me about online interest-based advertising?

A central element to the DAAC’s program is a clickable blue triangular icon placed on or near advertisements that links to information about online interest-based advertising.

When the icon is clicked, you should be able to identify the companies serving the ad and see a description of each company’s data collection and use practices. The icon should also link to a choice mechanism that can be used to opt out of future online interest-based advertising.

If you click or tap the icon, you will learn more about the ad and your online interest-based advertising choices.

How does the program limit the sharing of information between online advertising companies?

The online advertising ecosystem involves hundreds of companies that play different roles and use data in different ways. Some companies operate the websites you visit, while others run ad networks that distribute ads to those sites, track the performance of those ads, provide data to help better match ads to groups of users, or auction ads through real-time ad exchanges, among other activities.

A goal of the AdChoices self-regulatory program is to better explain the process to the public and identify the companies involved in the distribution of online interest-based advertising through tools like the clickable icon inside or near the ad you view and a choice mechanism enabling you to research and/or opt out of future online interest-based advertising.

This self-regulatory program seeks to ensure that if you opt out of having your information used for online interest-based advertising, information about your likely interests will no longer be shared with other companies and that opting out means data collection stops.

How does the program limit the use of sensitive information for online interest-based advertising?

Under Canadian privacy legislation, express consent is required to collect, use, and disclose sensitive personal information, such as certain financial or health information.

Under the principles, entities should not collect and use sensitive personal information for interest-based advertising without consent, as required and otherwise in accordance with applicable Canadian privacy legislation.

Accordingly, the opt-out approach for interest-based advertising set out in our self-regulatory framework would not be sufficient for the collection and use of sensitive personal information for interest-based advertising purposes under Canadian privacy legislation.

In short, sensitive data should not be used for interest-based advertising without express opt-in consent.

How does the program limit interest-based advertising to children?

Under the DAAC principles, entities should not collect personal information for interest-based advertising (IBA) purposes from children they have actual knowledge are under the age of 13 or from sites directed to children under the age of 13 for IBA, or otherwise engage in IBA directed to children they have actual knowledge are under the age of 13, unless such collection and other treatment of personal information is in accordance with Canadian privacy legislation.

Where can I find out more details about the participating companies?

To see who is participating in the DAAC’s self-regulatory program for online interest-based advertising, go to our participating companies page, where each logo may be clicked or tapped so that you can visit their websites.

How does the program ensure that participating companies comply?

Ad Standards, the independent advertising self-regulatory body, monitors companies participating in the DAAC’s AdChoices self-regulatory program for compliance with the DAAC principles and works cooperatively with the companies involved to effect compliance. Ad Standards also accepts and responds to complaints about practices that may not comply with the DAAC principles.

Why does the DAAC offer tools, and what do they do?

Companies that engage in interest-based advertising and participate in the DAAC’s self-regulatory program must provide consumers with an easy-to-use mechanism for exercising choice for collecting and using personal information for online interest-based advertising.

The DAAC’s tools page on this website lists the opt-out mechanisms provided by participating companies (both in Canada and the US). These mechanisms allow visitors to opt out of receiving interest-based advertising from some or all of the companies listed on the tools.

The tools currently available on this website include:

• WebChoices – which is a cookie-based opt-out tool
• AppChoices – which is a tool to help limit cross-app interest-based advertising
• Token ID-Based Choices – which is a tool to limit the use of your token identifier for interest-based advertising

The tools page does not provide information about online interest-based advertising from companies that do not participate in the program or provide opt-outs to any form of advertising provided by these non-participating companies. We encourage the industry to use our tools, but they may have their own tools you need to seek out on your own if you don’t find a company listed.

The DAAC encourages all companies that utilize online interest-based advertising to register to become part of this self-regulatory program.

Will the opt-out tools block ads or email advertisements?

No.

The opt-outs available through the consumer opt-out page apply only to online interest-based advertising practices from participating companies and do not apply to other types of ads provided by these companies (i.e. ads that are served without any interest-based targeting applied).

For example, after opting out of online interest-based advertising from a participating company, you will no longer receive ads using interest-based advertising data from your cookies/advertising IDs from that company. However, you may still receive other advertising from that company, including ads selected based on the content of the webpage you are visiting (known as “contextual” or “content-based” advertising) or analytics data. You may still receive interest-based advertising from companies you do not opt out of.

The opt-out tools do not apply to electronic email (“spam” or otherwise) or postal mail.

You should always review privacy policies to learn more about how a particular website or app collects or uses data for advertising (or otherwise). Don’t use a website or app if they don’t have a publically posted privacy policy.

What are opt-out cookies, and how do they remember opt-out preferences?

Many online companies use cookies to remember users’ preferences about the collection and use of data for online interest-based advertising. These “opt-out cookies” help the participating companies recognize users who have opted out of receiving such advertising and respect that choice.

When a user exercises choice, those companies place an “opt-out” cookie in the user’s browser to tell the company not to deliver such advertising in future. Opt-out cookies storing such preferences placed by companies participating have a minimum five-year lifespan and remain in effect for the user’s browser unless these opt-out cookies are deleted (as can happen if users delete all of their cookies using browser tools). Users should visit WebChoices periodically to review or update their browser preferences or to set preferences for new participating companies.

To prevent accidental deletion of your opt-out preferences, the DAAC offers a variety of browser extensions to protect your choices. Please visit the DAAC’s Protect My Choices page to download and install the available browser extensions.

Browser settings (such as those that block third or first-party cookies) can interfere with your ability to set an opt-out cookie. If you want to use WebChoices to state your preferences against companies participating in this tool, set your browser to accept third-party and first-party cookies.

The process is similar in the app environment using AppChoices. Companies collecting or using interest-based advertising on a mobile device use the device’s advertising ID. The advertising ID should not be reset, as opt-out preferences will be lost.

Does opting out stop participating companies from collecting any data?

No.

Opting out of a particular browser tells the participating companies to stop engaging in interest-based advertising and other applicable data practices under the DAAC’s AdChoices program. Advertisements not based on interest data – including those based on general location or registration data – will continue to be delivered to the browser.

After you opt-out, participating companies and the Websites you visit may continue to collect and use the information for other purposes. For example, participating companies may still collect and use advertising data to measure the number of ads served for a particular campaign, to limit the number of times a specific ad is served to a unique browser, for security, or to prevent fraud. In some cases, automated systems will continue to collect other data about browser visits, but that data should no longer be used to deliver interest-based advertising to the user.

In addition, data may be collected and used by participating companies and websites/apps for various purposes unrelated to advertising, including the operation of online products and services, or where the data has or will go through a de-identification process within a reasonable time from the collection.

What about advertising technologies other than HTTP cookies?

The DAAC’s principles promote enhanced transparency and control across the variety of online platforms consumers use and are adaptable to technological changes. The DAAC principles apply to all technologies companies employ to collect data about consumers’ web-surfing activity to serve ads based on interests inferred from that activity, including flash cookies, among other technologies.

Flash cookies are a technology that can function similarly to a browser cookie by allowing a piece of information to be stored on a user’s computer. Because Flash cookies cannot currently be seen through most browser tools and cannot be turned off via a browser’s privacy settings, both the Canadian and US AdChoices programs require that their participating companies NOT use Flash cookies or similar locally shared objects for online behavioural advertising unless they provide an opt-out mechanism, ideally available through our public tools.

Will the opt-out page work if my browser is set to block third-party cookies?

No.

Your browser must be set to accept third party cookies in order for the consumer opt-out page to display status results and to set opt out preferences for your browser. The following links show how to adjust the browser settings of commonly used browsers:

• Chrome: https://support.google.com/chrome/answer/95647?hl=en

• Firefox: http://support.mozilla.com/en-US/kb/Enabling+and+disabling+cookies

• Edge: https://learn.microsoft.com/en-ca/microsoft-edge/devtools-guide-chromium/storage/cookies

• Safari: https://support.apple.com/en-ca/guide/safari/sfri11471/mac

Safari and Firefox browser users may experience default settings that currently interfere with how cookies work, and must first reset to accept cookies before using WebChoices. This includes the opt-out cookies set by the WebChoices tool for participating companies. To set your choices preferences successfully through WebChoices while using Safari, please go to your device’s settings and tap the following: “Safari > Preferences > Privacy”; and uncheck “Prevent cross-site tracking.” After you change this setting, go back to WebChoices and run the tool again.

## Does the opt-out page set preferences for every computer that I use?

No.

The opt-out preferences set by WebChoices are associated with the browser and device you use to set those preferences, not with all the browsers and devices you use collectively. When you use a different browser or device, you must revisit WebChoices to review your status and set your preferences for that browser and device.

In addition, for apps in the mobile environment, you will need to set preferences for each device you use separately. Please visit our AppChoices tool for cross-app data collection choices.

Token ID choices are only relevant for that particular token used across devices.

JavaScript and WebChoices

Before using WebChoices, please consider the following:

• If your browser blocks third-party cookies, it may interfere with this tool's functionality and prevent your opt-out choices from being set in your browser.
• When a company's status is unavailable, or an opt-out request is not completed, it is logged and reported automatically. Therefore, you do not need to report these events.
• If you received a significant number of reports of status unavailable or opt-outs not completed, then it is likely that software or settings on your computer are interfering with the function of the opt-out tool.
• If you received only a small number of errors, this may indicate a temporary issue with those particular companies’ opt-outs. Please try again in a few hours or a few days.
• Firewalls, proxies, ad-blockers, anti-virus programs, or web browser settings are often configured such that they interfere with the ability of participating companies to check a web browser's status or to set opt-out cookies. Try to identify which software or setting is the problem, and then adjust it. Having third-party cookies blocked is the most common cause.

Please disable this/these software and settings before requesting your WebChoices opt-out requests. Such software actually interferes with your opt-out requests.

WebChoices Status Checks

Users of WebChoices will sometimes receive messages indicating that the status for one or more particular companies is “Status Unavailable” or that one or more opt-out requests were not completed.

When you receive such an error message, you should retry WebChoices by clicking on the “TRY AGAIN” button or by refreshing the page which will reload the tool. Upon your second opt-out request, seek to repeat the opt-out procedure for the list of one or more companies which were not successful in the initial attempt. If you still experience errors, see the information below about possible causes of errors.

If you have errors for multiple companies, then the likely cause is that software or settings on your computer may be interfering with WebChoices, or that your system may not meet the technical requirements for using WebChoices.

Technical requirements for the WebChoices:

• An internet connection (slow connections, or connections behind firewalls or proxies, may experience difficulties);
• Desktop web browser (Internet Explorer 7 and higher, Firefox, Chrome, and Safari);
• A browser that accepts both first- and third-party cookies and JavaScript.

You must be connected to the internet to use WebChoices. Certain proxies, firewalls, VPNs, ad blockers, or other configurations may interfere with the functionality of WebChoices. If you experience a high number of unsuccessful “opt-outs” or “status unavailable” notices while using WebChoices, then the error likely may be caused by any number of technical issues discussed here:

1. You may experience difficulties with WebChoices if you have a very slow Internet connection.
2. When you receive an error message, you should first try the operation again -- either reload the page for status, or re-submit your opt-out choices using “TRY AGAIN.” If you still have errors, then continue troubleshooting as described here.
3. If you have errors for multiple companies, the likely cause is that software or settings on your computer are interfering with the WebChoices opt-out tool, or that your system does not meet the technical requirements for using WebChoices. Continue troubleshooting.
4. Technical requirements for WebChoices are not met: Check that your system meets the aforementioned technical requirements for using WebChoices.
5. Software or settings on a user's computer interfere with WebChoices: Firewalls, proxies, anti-virus programs, ad blockers, or web-browser settings – such as those of Safari or Firefox – often are configured such that they interfere with the ability of participating companies to check a web browser's status, or to set an opt-out choice via cookies. Try to identify which software or setting is the problem, and then adjust it. Having third-party cookies blocked is the most common cause.
6. Temporary network problems: Temporary network problems can sometimes interfere with WebChoices. Wait a while, and then try the tool again.
7. Temporary issues with a company's availability status or opt-out function: If you have only one or a small number of errors, it is possible that the affected participating companies are experiencing a temporary technical issue. WebChoices automatically logs these errors. When the logs indicate a technical issue with one of the participating companies, we will work with the affected company to resolve the issue as quickly as possible. Even if you believe such an issue is the cause of the errors you have received, you should rule out the other possible causes and try to opt out again in a few hours or a few days.

Software or settings on a user's computer interfere with WebChoices

Firewalls, proxies, anti-virus programs, ad blockers, certain add-ons and browser extensions, or web browser settings often are configured such that they interfere with the ability of participating companies to check a web browser's status or to set opt-out cookies.

Try to identify which software or setting is the problem, and then adjust it. Having third-party cookies blocked is the most common cause.

How do I exercise an interest-based advertising choice using AppChoices?

AppChoices is a free mobile-based tool for opting out of interest-based advertising across apps on your device.

To opt out of a particular company, set the Choice Status button located next to a participating company’s logo to “Off.” Select “Choose All” to opt out of all the listed companies within the AppChoices application.

What is the scope of a choice made using AppChoices?

Any opt-out choice made using AppChoices on a device applies to interest-based advertising and other applicable uses of cross-app data on that same device by companies participating in AppChoices. You may still receive other types of advertising – generic ads -- in your apps from companies participating in AppChoices, and those companies may still collect information for other purposes consistent with the DAAC principles.

Your mobile operating system (such as iOS or Android) may provide you with other tools for the control of app advertising customization, including for companies that do not participate in AppChoices.

Your opt-out choices will also apply to the collection and use of data from apps on a device to customize ads in other browsers or devices by participating companies. Additionally, these choices will apply to data collected by participating companies from other browsers or devices for use in apps on a device for interest-based advertising and other applicable uses. Thus, using AppChoices on any given device prevents cross-app data collection for interest-based advertising from entering or exiting the device.

What happens if I reset my mobile device’s advertising ID in the settings? Will it impact the choices I’ve made using AppChoices?

Yes. If you use your settings to reset this device’s mobile operating system advertising ID, you must also reset the preferences you selected in AppChoices. Reopen the AppChoices app and reset your choices accordingly for each participating company or all participating companies.

Do my choices on AppChoices affect data collection for interest-based advertising when using mobile and desktop browsers on the same device?

No. Please use WebChoices to make choices about customized advertising for a web browser (such as Chrome or Safari) separately. This step may be repeated for each device and browser you use.

What are the devices that are supported by AppChoices?

iOS All iPhone, iPad and iPod Touch devices with iOS 8 or higher.

Android All phone, tablet and player devices with Android 2.3 or higher.

How does the Apple iOS Limit Ad Tracking feature affect AppChoices?

The DAAC offers a free app, called AppChoices, through which participating companies provide transparency and choice under the DAAC’s principles for interest-based advertising. Users of mobile devices can express their preferences about ads based on their interests via AppChoices, or other device-specific settings. For instance, the iOS platform also provides a “Limit Ad Tracking” feature.

For iOS users who enable “Limit Ad Tracking” (“LAT”), iOS 10 disables its unique platform advertising ID that AppChoices previously used to help store your opt-out preferences. As a result, new users of AppChoices who have enabled LAT will not be able to set any opt-out preferences through this app unless the LAT setting is switched off in iOS settings. Similarly, existing users of AppChoices who enable LAT will disable their previously expressed AppChoices preferences. Existing users of AppChoices will not be able to reset their AppChoices preferences until LAT is switched off.

I’ve set my preferences using AppChoices – why am I still seeing ads inside apps?

AppChoices is designed to halt cross-app data collection to serve interest-based ads. In place of interest-based ads, generic ads are served so that the app content you are accessing can be paid for by advertising.

How does the Token ID-Based Choices Tool work?

Using the Token ID-Based Choices tool, you can opt out of having data collected or used for interest-based advertising linked to the identifier you provide (e.g., your email address or phone number). Please read our specific FAQ for this tool.