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Advertising and marketing

Personal information has become a commodity—and finding ways to profit from it has become big business.

Free online services are often offered in exchange for personal information, and companies will use the personal information they collect to offer personalized content, such as customized marketing or behavioural advertising. Telemarketers also use personal information in an effort to offer individuals products or services.

Use the links on this page to learn about how personal information is collected and used for advertising and marketing purposes. Businesses will also find guidelines on the collection of information for behavioural advertising in the links below. 

Behavioural/targeted advertising

Find information about behavioural advertising for individuals and businesses.

A detailed guide for businesses doing e-marketing

Find information and examples explaining PIPEDA’s application to collecting electronic addresses for e-marketing.


Find information about cookies, the privacy challenges they present and what individuals can do about them.

Helpful tips for businesses doing e-marketing

Find essential tips for complying with PIPEDA when collecting electronic addresses for e-marketing.


Learn how to prevent it, protect yourself against it, and report it.

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