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Digital Advertising Alliance launches election ad service

The Toronto-based Digital Advertising Alliance of Canada has launched a service in advance of the upcoming federal election to help political advertisers to ensure that their ads are in compliance with the Canada Elections Act. The program is being operated in collaboration with Forward Logic. Advertisers participating in the program can place a purple icon on their ads along with the copy, “Political Ad Disclosure.” Viewers who hover their mouse pointer over such ads will see a display of the transparency information required under the Elections Act. The program banners ad, mobile ads, video ads and native advertising creative. The program also verifies advertisers to ensure that they are Canadian and registered with Elections Canada. It is open to political parties and to third-party advertisers registered with Elections Canada. Participating advertisers will receive a license from the organization which will remains valid for four years or until the next federal election.

“Our Political Ads Program makes it easy for advertisers to inform online users about who has placed the ad, while preserving maximum space for the advertiser's message and images,” said Ron Lund, chair of the board of the Digital Advertising Alliance of Canada. “Using tags generated by DAAC's notice platform, publishers can deal efficiently with time-sensitive election ads."

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