Artificial Intelligence Regulation

Issue at a Glance

Artificial intelligence (AI) is an increasingly important tool leveraged to support several aspects of marketing, from data analytics to ad personalization. However, AI systems have the potential to pose risks to individuals and society (e.g., if they are misused or poorly designed/trained). Best practices for the ethical development and use of AI have emerged in recent years, and some countries have begun to legislate in this area.

The federal government's Bill C-27, tabled in June 2022, proposed to create Canada's first AI law: the Artificial Intelligence and Data Act (AIDA). The government later released a companion document with more details on their proposed approach. The bill died on the Order Paper when the 2025 election was called.

With AI reshaping the world around us and impacting all aspects of marketing, the CMA is leading advocacy efforts on this topic as part of its commitment to futureproofing the profession. We actively engage government officials and policymakers to ensure that future AI regulations foster innovation while promoting responsible AI use.

Regulations must be principles based and flexible enough to accommodate rapid technological advancements.

Setting Industry Standards

The CMA is committed to promoting responsible AI use in marketing and has taken proactive steps to guide the industry:

• We've added a dedicated section on AI principles to the Canadian Code of Ethics and Standards, establishing a framework for best practices in AI-driven marketing. These principles help marketers navigate the ethical considerations of AI implementation while maintaining consumer trust and brand integrity.
• The CMA Accountability Checklists for AI in Marketing, a key resource for implementing best practices.
• We're committed to ensuring that Canadian marketers have the knowledge and tools they need to thrive in an AI-driven future by publishing timely and relevant resources.

Collaborating for the Future

The CMA works closely with industry leaders and government bodies to stay at the forefront of AI developments and their implications for marketing. Our acclaimed CMA Guide on AI for Marketers and Setting the Stage on Artificial Intelligence: A CMA Primer on AI for Marketers were developed in collaboration with the globally renowned Vector Institute, based in Toronto, that empowers researchers, businesses and governments to develop and adopt AI responsibly.

Get Involved

Are you passionate about shaping the future of AI in marketing? The CMA welcomes input from marketing professionals interested in contributing to our advocacy efforts. If you'd like to assist with CMA's submissions to government on AI regulation, please email us.