The advertising industry's opt-out tools
Last checked: 12 Oct 2026
Advertising industry bodies run opt-out tools for interest-based advertising: ads chosen from what you've browsed before. Each tool covers the companies that take part in that body's programme, in one region. They change whether those companies personalise ads, not whether you see ads.
The AdChoices icon
The small blue triangle icon on some ads is the AdChoices icon. Canada's Digital Advertising Alliance says it's there to tell you that interest-based advertising data is being collected or used on that device; clicking or tapping it gives you more information and choices.
Which tool, where
| Region | Tool | Run by |
|---|---|---|
| UK and Europe | YourOnlineChoices | European Interactive Digital Advertising Alliance (EDAA) |
| US, web | WebChoices | Digital Advertising Alliance (DAA) |
| US, mobile apps | AppChoices app (App Store, Google Play, Amazon) | DAA |
| Canada | WebChoices and AppChoices for Canada | Digital Advertising Alliance of Canada (DAAC) |
YourOnlineChoices (UK and Europe)
- How: open Your Ad Choices. It shows each company's interest-based advertising status on the browser you're using, and lets you turn companies off one by one or all at once.
- Per browser: you need to repeat it on every browser you use, on every device.
- Cookies: the tools are cookie-based, and YourOnlineChoices says your browser must accept third-party cookies for the opt-out to work. If you clear cookies, you'll need to set it again.
- Scope: it "does not turn off all internet advertising"; it affects ads tailored to your interests.
When we tested it on 28 September 2026, about half the companies on the UK page showed their status and the rest asked to "re-connect". That was one test in one browser, and results may differ with third-party cookies allowed.
WebChoices and AppChoices (US)
- Web: WebChoices lets you opt out of interest-based advertising from participating companies in your browser, on desktop or mobile.
- Apps: the AppChoices app lets you turn interest-based advertising off for each participating company, or all of them, across apps. The DAA says you may still get other types of advertising, and companies may still collect information for other purposes consistent with its principles.
- Keeping it: the DAA's "Protect My Choices" browser extensions (Chrome, Safari, Firefox) keep your opt-outs even if you delete your cookies.
DAAC (Canada)
Canada's choice tools include WebChoices and AppChoices for Canada. The DAAC says the tools cover interest-based ads from companies registered with it, and that they aren't ad blockers: you'll keep seeing ads, but they'll be less personalised. It notes that each browser may give different results, depending on the cookies or advertising IDs in use.
NAI (US)
The Network Advertising Initiative retired its own cookie-based and email-based opt-out tools on 15 September 2025, saying they were tied to its former Code of Conduct. Its opt-out page now points to the DAA's tools, a Global Privacy Control browser extension for Chrome, and guidance on browser, phone and TV settings.
These tools complement the settings in your accounts and devices; they don't replace them. See the ad settings for your phone and accounts and Global Privacy Control.
Sources
- YourOnlineChoices (EDAA): Your ad choices (UK)
- YourOnlineChoices: Opt-out help (UK)
- Digital Advertising Alliance: YourAdChoices
- DAA: AppChoices
- DAA: WebChoices
- Digital Advertising Alliance of Canada: YourAdChoices
- DAAC: Choice tools
- NAI: How to opt out
- NAI: new consumer resources, legacy opt-out tools sunset (15 Sep 2025)
This page describes your options and how organisations say they handle requests. It isn't legal advice. See About & sourcing to report a correction.