CMA Guides

Law 25 is Quebec’s new private sector privacy law. It was adopted in September 2021 and rolled out in stages. It includes a range of new requirements for businesses in Quebec and for businesses processing the data of Quebec residents. Major updates include strengthened privacy rights for individuals and several controller requirements, such as privacy policies, risk assessments, and data breach notification.

This CMA Guide helps marketers understand how the new rules apply to their marketing activities. The information has been distilled from legal requirements and recommended practices from the CAI, the Quebec government, and the expert members of the CMA’s Privacy and Data Committee. The Guide provides information about how Law 25 compares to other Canadian privacy laws, and deep dives into consent, anonymization, and tracking technologies. Additional sections will be added as the regulator releases guidance in more areas.

For an overview of navigating law 25 for marketers, read this blog.

DOWNLOAD NOW
(CMA member login required)

TÉLÉCHARGEZ
(Membres ACM)

Influencer collaborations offer both opportunities and potential risks to brands. This guide helps marketers navigate this landscape by providing insights in four key areas:

1. Strategic influencer selection and management.
2. Content development and brand alignment.
3. Contract considerations, including content ownership and exclusivity clauses.
4. Laws and compliance.
   

The information in this guide helps marketers create compliant and effective strategies and campaigns.

DOWNLOAD NOW
(CMA member login required)

The CMA Guide to Truthful Marketing contains essential information about understanding and avoiding misleading representations and deceptive marketing practices. This knowledge will help marketers create compliant strategies and campaigns from the onset, facilitate effective communication with legal and compliance teams, contribute to a strong brand reputation, and help foster consumer trust.

The Guide includes use cases to help demonstrate how the Competition Act applies to marketing activities such as:

• Influencer marketing;
• Promotional contests;
• Drop pricing
• Testimonials on social media;
• Online reviews; and
• Environmental and green claims.

DOWNLOAD NOW

(CMA member login required)

Your brand is an asset. Are you protecting it effectively?

This guide is a roadmap to navigating the complex landscape of trademarks in Canada. It equips marketers with the knowledge to make informed decisions about their trademark strategy by distilling what they need to know to future-proof brands.

The guide covers:

• Definition and types of trademarks
• Role of the Canadian Intellectual Property Office (CIPO) and Canada's first-to-file system
• Navigating Quebec's language rules and impact on trademarks
• Trademark stewardship including monitoring, portfolio auditing and renewal

DOWNLOAD NOW
(CMA member login required)

The CMA Quebec French Language guide provides essential insights about the Charter of the French language and Bill 96. Its aim is to assist marketers in creating compliant strategies and campaigns while facilitating effective communication with legal and compliance teams.

The Guide provides answers to frequently asked questions about marketing and communications, talent management and more. Specific topics include:

• Networking and tradeshows;
• Websites and social media;
• Trademarks;
• Warranty and product descriptions;
• Contracts; and
• Impact on businesses that do not operate inside Quebec.

DOWNLOAD NOW

(CMA member login required)

Developed by our iGaming Committee, this guide provides marketers with information and insights to enable compliance with the marketing and advertising rules that apply to iGaming for a variety of marketing activities.

This resource covers:

• Registrar’s Standards for iGaming
• iGaming Ontario’s marketing, advertising and branding policy
• Considerations for digital platforms

DOWNLOAD NOW

(CMA member login required)

For more information, contact the CMA Public Affairs team

Digital materials must comply with federal and provincial laws. These laws are based on the principle that consumers with disabilities, whether temporary or permanent, should have the opportunity to engage in the online marketplace and be a part of the online environment.

Developed by our Ethics and Standards Committee, this guide brings together essential information for marketers about rules and best practices to ensure your digital materials meet accessibility standards.

The guide covers:

• Page titles
• Navigation
• Audio and video
• Imagery
• Webform accessibility
• Accessible PDFs and more

DOWNLOAD NOW

(CMA members-only)

For more information, contact the CMA Public Affairs team

Developed by our Cannabis Marketing Standards Committee, this resource answers frequently asked questions to familiarize marketers with cannabis marketing rules in Canada. This resource brings together essential information for marketers about rules and best practices.

Topics covered:

• Social media
• Claims
• Out of home
• Influencers and celebrities
• Provincial and territorial regulations
• Email marketing and more

DOWNLOAD NOW

(CMA members-only)

The CMA Guide on Cannabis Marketing helps marketers to comply with the legislation and follow best practices. This is relevant not only for front-line marketers in the cannabis sector, but also for their suppliers. It covers activities such as packaging, and the sale of non-cannabis items such as promotional items.

DOWNLOAD FULL GUIDE
(CMA members-only)

DOWNLOAD OVERVIEW

This guide contains information on implementing Canada's federal privacy law, the Personal Information Protection and Electronic Documents Act (PIPEDA) and the seven compulsory privacy requirements that are detailed in the Canadian Marketing Association's Canadian Marketing Code of Ethics & Standards. PIPEDA came into effect across Canada on January 1, 2004, setting the rules for the collection, use and disclosure of personal information by Canadian organizations in the course of commercial activities.

Download Overview
Overview-CMA-Privacy-Compliance-Guide

CMA Members - Download Full Guide
CMA-Privacy-Compliance-Guide-Members

This guide sets out a Transparency Framework to help organizations provide clear, user-friendly information about how consumers’ personal information is collected, used and shared. CMA members and the marketing industry can use this information to tailor their privacy policy and practices to suit their sector, business model, consumers' preferences and products.

The Guide will help companies comply with new Guidelines for Meaningful Consent, issued by the Office of the Privacy Commissioner, which came into effect on January 1, 2019. It is the latest in a series of tools created by the CMA to help Canadian marketers maintain high standards of professional conduct.

The Guide reflects consumers' perspectives on transparency, gleaned from two research studies commissioned by the CMA and released in 2018. 

Download Full Guide
CMA-Transparency-for-Consumers-Guide-Members

Compiled by industry experts, the Digital Marketing Rules in Canada guide brings together the rules and regulations that organizations must follow in their digital marketing activities in Canada.

Part 1 identifies the laws and standards that marketers must or should adhere to when engaging in the following types of digital activities:

• Email and text,
• Influencer, referral and affiliate marketing,
• Online marketing, and
• Websites and mobile apps.
  

Part 2 summarizes key elements of the following relevant legislation:

• Accessibility,
• Advertising to children,
• California Consumer Privacy Act (CCPA),
• Canada Anti-Spam Legislation (CASL),
• Competition Act,
• Promotional Contests,
• General Data Protection Regulation, and
• Personal Information Protection and Electronic Documents Act (PIPEDA).

The laws referenced in this guide apply to all channels, even those that are not specifically referred to in this guide. For example, the Competition Act applies to content on mobile apps.

Download Full Guide (CMA Members)

For more information, contact the CMA Public Affairs team.

CMA CASL guide

This guide contains essential information for marketers about Canada’s Anti-Spam Legislation (CASL) by providing answers to a series of frequently asked questions. Developed by our Ethics and Standards Committee and reviewed by industry experts, readers can identify the questions most relevant to their initiatives and easily obtain the information and guidance they need to comply with the law and best practices.
 
Topics covered:

• Sending commercial electronic messages
  
• Consent
  
• Transactional emails
  
• B2B and charities
  
• Referrals
  
• Contests and consent collection
  
• List sharing
  
• Mobile
  
• Unsubscribe mechanisms
  
• Record keeping and more

DOWNLOAD NOW

(CMA members-only)

 

CMA CASL Checklists for Marketers

This resource serves as a companion to the comprehensive CMA Guide to Canada’s Anti-Spam Legislation (CASL).

This guide includes a series of scenarios commonly encountered by marketers, along with corresponding checklists to support compliance with CASL. Each scenario addresses specific situations, such as sending emails to prospects, launching contests, or soliciting reviews, providing actionable steps to maintain compliance and foster positive relationships with your audience.

DOWNLOAD NOW
(CMA members-only)

For more information, contact the CMA Public Affairs team.

Contests in Canada have a loyal following and high consumer engagement. They generate buzz and interest, making them a popular tactic of marketing campaigns.

Before launching a contest, it’s crucial for marketers to familiarize themselves with the relevant laws. This guide has all the information along with answers to frequently asked questions like what are mini-rules and what should be included, and what is an alternate means of entry?

The guide also covers:

• Promoting contests;
• Contests in Quebec;
• Global contests and more.

DOWNLOAD NOW

(CMA member login required)

This guide provides CMA members with (a) an overview of the European Union (EU)’s General Data Protection Regulations (GDPR), (b) information on the GDPR’s requirements, and (c) a collection of important government and CMA resources that will help to support GDPR compliance.

DOWNLOAD NOW

(CMA members-only)

This guide provides organizations with essential information relevant to marketing their goods and services by telephone in Canada. It includes information about various laws, government regulations, industry Code and best practices for this channel.

Download Full Guide
CMA-Guide-Telemarketing

While CASL has been a strong focus for many marketers, much of this has revolved around new rules regarding the sending of commercial electronic messages (CEMs), obtaining consent from recipients, and a host of other issues falling within the domain of the Canadian Radio-television and Telecommunications Commission (CRTC). The coming into force of Canada's anti-spam law (CASL) has, however, also brought forth changes to the Personal Information Protection and Electronic Documents Act (PIPEDA), around electronic address harvesting.

CMA Members - Download Full Guide
CMA-Guide-Harvesting-Electronic-Addresses-CASL

Native advertising has become increasingly popular over the past few years. In fact, it has been said that people view native ads 53% more often than banner ads, and that purchase intent is 53% higher with native ads.

CMA Members - Download Full Guide
CMA-Guide-Native-Advertising

Through its Code of Ethics and Standards of Practice, the Canadian Marketing Association holds its members responsible for the use or misuse of their marketing lists and data. When you decide to make your list or data available in the marketplace, you are accepting the responsibility for the use of that information including any promotional or advertising material your customer may see. Accordingly, these guidelines are designed to help protect and preserve the value and integrity of your lists and data.

CMA Members - Download Full Guide
CMA-Guide-List-And-Data-Transfers

This document is intended to contribute to your organization’s understanding of the evolving regulatory environment surrounding consent for non-digital marketing communications as it relates to the collection, use and disclosure of personal information. It is also intended to ensure that your business meets the requirements of the Canadian Marketing Association’s Canadian Marketing Code of Ethics & Standards related to opt-out consent. Detailing the CMA Code requirements and CMA members’ best practice, it is recommended that this document is read in conjunction with CMA’s Privacy Compliance Guide. If dealing with electronic marketing communication, members should consult CMA’s Guide to Canada’s Anti-Spam Law and CMA’s Digital Marketing Guide.

CMA Members - Download Full Guide
CMA-Guide-Opt-Out-Consent

This document is intended to contribute to your organization's understanding of its obligations should it choose to use materials resembling currency as part of its marketing mix.

CMA Members - Download Full Guide
CMA-Guide-on-Use-of-Currency-in-Marketing