Survey Shows 88% of Americans Expect to Get Interest-Based Ads; Record 85% Now Recognize AdChoices Icon
Large Majorities Say AdChoices Icon Is Useful and Easy to Understand, While Two-Thirds Say They Have Clicked the AdChoices Icon in Past
AdChoices
The Consumer Protection Built into AdChoices
February 6, 2026
By Lou Mastria
Big idea: AdChoices has been designed and implemented through the lens of consumer protection.
Big idea (in full): AdChoices has been designed and implemented through the lens of consumer protection. That is why it remains a central driver for consumer trust in digital advertising through the rigorous self-regulatory standards it requires, the independent enforcement of those standards, and the broad consumer support for the information and choice tools it offers.
Advertising Powers America: How Responsible Digital Ads Create Jobs, Drive the Economy, and Build Consumer Trust
May 7, 2025
By Lou Mastria
Big Idea: Every part of America benefits when responsible digital ads flourish. From Main Street entrepreneurs who use IBA to build business to the millions of local jobs created by a thriving ad-driven economy, digital advertising powers America.
Big idea (cont.): To protect those benefits, our industry has built an independent self-regulatory system that provides all Americans with simple and convenient access to information and control over the types of advertising they receive.
New DAA-Commissioned Survey Shows ‘AdChoices’ Icon Recognition Has Grown to 82 Percent in 2021
June 3, 2021
By Lou Mastria
Consumers use and see the icon as a portal to privacy information – and assign trust to brands, publishers and advertisers who use it in ads, in apps and on sites.
To evaluate ongoing consumer awareness and perception around the “AdChoices” icon, the Digital Advertising Alliance (DAA) conducted a survey of 1,000 US adults in February 2021. Among top-line findings are that 82 percent of respondents have some familiarity with the YourAdChoices Icon and 81 percent understand the icon broadly offers them choice and control as it pertains to advertising.
FOUNDING ASSOCIATIONS
