CMA Guides
Practical Information for Today's Marketer
The CMA offers the following guides and mini-guides to help marketers better understand the laws and rules that they must follow in the work that they do every day.You might also want to refer to the Canadian Marketing Code of Ethics and Standards.
In addition to guidance, the CMA actively advocates with government on behalf of the marketing profession in key policy areas. To learn more, visit our Policy Topics page.
Have questions? Connect with us.
List of Available Guides
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
(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
(CMA members-only)
CMA members can also access the Cannabis Marketing Guide for a deeper dive into the rules.
For more information, contact the CMA Public Affairs team
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
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Overview-CMA-Permitted-Cannabis-Marketing-Activities-Guide
CMA Members - Download Full Guide
CMA-Permitted-Cannabis-Marketing-Activities-Guide-2019
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.
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
(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 marketing buzz and interest, so it’s no wonder that companies across all industries use them to attract consumer attention. Before launching a contest,
marketers must be aware of contest laws in Canada, in order to preserve your organization’s reputation. The main laws governing promotional contests are: Section 206 of the Criminal Code, section 74.06 as well as the misleading advertising
provisions of the Competition Act, Quebec’s Act respecting lotteries, alcohol, publicity contests and amusement machines and the common law of contracts.
This guide aims to a) provide useful background information about
the relevant laws, b) provide regulatory guidance for marketers, and c) ensure that members are responsible and ethical in their marketing practices when administering a contest. This guide discusses relevant clauses from various laws,
and an appendix found at the end of this document presents the actual legal wording. This guide is not meant to replace legal counsel and all contest sponsors should obtain legal advice before launching any kind of contest to help ensure
full compliance with the law
Download Full Guide (CMA Members)
For more information, contact the CMA Public Affairs team.
CMA Members - Download Full Guide
CMA-Guide-to-GDPR
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CMA-Guide-Telemarketing
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CMA-Guide-Marketingt-To-Children-And-Teens
CMA Members - Download Full Guide
CMA-Guide-Quebec-Language-Rules
CMA Members - Download Full Guide
CMA-Guide-Harvesting-Electronic-Addresses-CASL
CMA Members - Download Full Guide
CMA-Guide-Native-Advertising
CMA Members - Download Full Guide
CMA-Guide-List-And-Data-Transfers
CMA Members - Download Full Guide
CMA-Guide-Opt-Out-Consent
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CMA-Guide-on-Use-of-Currency-in-Marketing