1. Do you think the AdChoices program wi ll be effective? A ruling by the office of Canada's privacy commissioner seemed at odds with Canadians' willingness to sell their privacy for the right price, but that's the story line with the Personal Information Protection and Electronic Documents Act (PIPEDA) and Google's behavioural targeting of its digital ads via AdSense. It all started when a man searched for medical devices for his sleep apnea (a condition in which sleeping people stop breathing), then began receiving ads from companies that sell devices that treat this condition. He complained, and eventually the privacy commissioner decided in his favour since the information tracked about his web viewing pertained to health, something deemed as sensitive information under the Act.