Advocacy, research and standards wrap-up 2022

Dec 16, 2022
Research Standards

With the year winding down, we want to ensure you know about all the new member resources available, research reports, and recent advocacy initiatives on topics that impact marketers.


Bill C-27
Since our last wrap-up blog in July, the CMA has continued to advocate in support of Canada’s proposed federal privacy bill, Bill C-27’s Consumer Privacy Protection Act (CPPA).

Although the CMA will be proposing some limited marketing-related amendments, we are calling on the federal government to treat it with priority so that it can advance through the parliamentary process in a timely way.

For expert insights on what Bill C-27’s proposed CPPA and Artificial Intelligence and Data Act (AIDA) mean for marketers, check out highlights from our annual CMAprivacy event in November, which featured special remarks from  the Hon. François-Phillipe Champagne, Canada’s Minister of Innovation, Science and Industry.


The Internet Gaming Committee provided a response to the Alcohol and Gaming Commission of Ontario (AGCO) consultation on the potential regulatory risks associated with promotional partnerships related to internet gaming. Our submission articulated support for amendments that reflect a responsible gambling approach.

Cannabis Act review

The Government of Canada recently officially launched the awaited legislative review of the Cannabis Act. The Cannabis Marketing Standards Committee provided feedback to the Government’s consultation titled Taking Stock of Progress: Cannabis Legalization and Regulation in Canada. Our submission includes three recommendations to consider how regulators can increasingly support the provision of legal, safe products to adults, and diminish the illegal market.

Read the submissions.


Digital pulse

The Canadian Digital Marketing Pulse Survey this year measures marketers’ and agencies’ familiarity with, and usage of, 17 digital marketing tactics. According to the 16th annual survey, 2022 saw the frequent use of digital audio advertising increase from 24% to 33% for agencies and from 17% to 29% for marketers. Full survey results are available to CMA members.


In October, the CMA released a new report: Canada’s Privacy Law Priorities: Better Protections for Canadians + Innovation for Economic Growth. The report concludes that the made-in-Canada approach to privacy law in the federal government’s proposed CCPA achieves the dual purpose of protecting privacy and supporting innovation.

The report highlights findings from Polly™ – an artificial intelligence tool by Advanced Symbolics Inc. – on the sentiment of Canadian adults on data privacy and cybersecurity. The report found that in the preceding 12 months, Canadians’ acceptance of receiving targeted information and advertising online doubled.

Access these reports and more in our Research Centre.


CMA members have access to several new guidance resources to support marketing activities.


Our digital accessibility guide, created by the Ethics and Standards Committee, provides essential information for marketers about rules and best practices to ensure digital materials meet accessibility standards. The guide provides information on making websites and online content more accessible as well as accessibility laws in Canada.

Privacy & CASL

CMA incorporated key provisions of proposed new privacy law (Consumer Privacy Protection Act) into our Privacy Law Comparison Chart (members only). This chart compares key provisions of Canada's current and proposed privacy laws with recently modernized laws in Quebec, the EU and California.

Following the success of CMA’s CASL and Privacy 101 for Marketers training in November, we are offering an intermediate workshop for marketers in February. The CMA’s CASL and Privacy Interactive Training will provide interactive, case-based training led by a handful of experts from the CMA’s Ethics & Standards and Privacy &

Data Committees. Interested in registering for this unique offering? Contact the learning team.

Cannabis marketing

To familiarize marketers with cannabis marketing rules and best practices in Canada, the Cannabis Marketing Standards Committee compiled answers to frequently asked questions about cannabis marketing. Topics covered include provincial and territorial differences and similarities, claims, social media, retargeting, influencers and more.

What’s coming in 2023

Stay tuned for new member guidance on AI, internet gaming and more in the new year.

Questions or comments? E-mail us.

Florentina Stancu-Soare | Director, Public Affairs and Regulatory Standards | CMA
Fiona Wilson | Director, Public Policy and Chief Privacy Officer | CMA





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