Quick Answer: AdChoices is a self-regulatory program for online interest-based advertising that exists in the United States, Canada and across Europe. The program calls for advertising companies to establish and enforce responsible privacy practices for interest-based advertising, aimed to give consumers enhanced transparency and control. Companies adhere to a set of principles that are enforced by accountability programs. "Interest-based advertising" selectively displays ads based on browsing history, primarily using cookies, to users most likely to identify with and respond to the ad's specific content. The AdChoices icon is shown automatically by companies as part of the self-regulatory program, and is meant to indicate to consumers when interest-based advertising data is being collected or used. By clicking on the icon, a consumer can learn more about the ad or a website's collection practices, and be provided with the ability to opt-out of such targeting.