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Behavioural/targeted advertising

When an individual uses a computer or a mobile device to go online, these activities can be observed and tracked by advertising networks to determine certain personal characteristics, preferences and web browsing activities. The information gleaned can then be used to deliver advertising that is targeted to the individual’s inferred interests. This is called behavioural advertising.

Explore the links on this page to learn more about behavioural advertising, the privacy issues it raises, and how Canada’s federal privacy law for businesses—the Personal Information Protection and Electronic Documents Act (PIPEDA)—applies to this activity.

Online Behavioural Advertising in Brief

Learn how and why advertisers use personal information to target and track consumers.

Frequently Asked Questions about Online Behavioural Advertising

Find answers to key questions individuals may have about behavioural advertising and their privacy.

Policy Position on Online Behavioural Advertising

Guidelines for organizations using online behavioural advertising to collect and use data about individuals’ web activities. Addresses how PIPEDA applies.

Guidelines on Privacy and Online Behavioural Advertising

Find guidelines for businesses to ensure online behavioural advertising practices comply with PIPEDA.

Investigations related to behavioural advertising

Access reports from investigations related to behavioural advertising.

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