Protect Yourself From False and Misleading Advertising

As a consumer, it’s important to do your due diligence before making purchasing decisions. To help you spot false and misleading advertising, keep the following in mind:

• Be wary of any offer that sounds too good to be true. For example, a product or service advertised for a significantly lower price than competitors, without a reason.
• Question ads that make claims that are not supported by evidence.
• Do not take before and after photos for products or services at face value as these can easily be manipulated.
• Do not immediately believe product reviews, endorsements or testimonials as some sellers may fake these or pay for positive reviews.
• Read the fine print for details or conditions that could alter the value of an offer.
• Do your research and consult official resources such as Canadian regulatory bodies that monitor and enforce laws against false and misleading advertising. Their websites often contain alerts and information about known scams or misleading practices in the marketplace.
• Check that a company is authentic and exists. Verify contact details, search complaints online and be cautious of ads from unverified accounts that claim to be tied to well-known brands.

 

Canada’s Competition Bureau monitors the marketplace and takes action to stop false and misleading advertising claims.

If you believe that a company or individual is making false and misleading advertising claims, you can report it directly to the Competition Bureau here.

If you see or suspect illegal drug or device marketing, you can file a complaint with Health Canada here.

You may also reach out to the CMA for advice and assistance.

Note on price gouging: Provincial governments, to varying degrees, are prohibiting companies from charging you unfair prices for necessary goods. If you want to report price gouging, head to your provincial government’s website to find out more.

Ads with product endorsements from charitable organizations are not too common, so it’s important to do your research as it could be a scam.

Health implications

If you purchase a medical product based on a false endorsement from a reputable charity, in addition to losing money, you could be putting your health at risk,

For example, over several months, diabetes products (such as non-invasive blood glucose monitoring devices, or unauthorized blood glucose reading smartwatches) have been advertised on social media with a fake endorsement from Diabetes Canada, or from their sister organizations in other countries. These ads are scams, as Diabetes Canada has a policy of not endorsing any diabetes-related products or devices. Diabetes Canada is doing everything it can to have these ads removed but it is challenging to intercept the volume of ads being posted by scammers outside of Canada.

To ensure the safety of people living with diabetes, Diabetes Canada advises people to consult with their healthcare providers when considering a change to their diabetes management and or treatment.

This is not an isolated case; ads have also appeared over time claiming endorsements by several other respected Canadian bodies, including Obesity Canada and even Health Canada.

Steps to protect yourself and your loved ones

To avoid being misled by these ads, consumers should exercise caution and do the following:

• Verify directly with the named organization: if a product claims an endorsement from an NFP or a government agency, visit the official website of the NFP/agency or contact them directly to confirm whether the endorsement is real. Do not rely solely on the information presented in the ad or on the company’s website.
• Seek professional medical advice for health-related products, devices, or treatments: consult with a qualified healthcare provider before making a purchase or adopting any new health regimen. Your physician or medical practitioner can offer guidance on products that are safe, effective, and appropriate for your individual needs.
• Consult official government resources: Health Canada maintains the Medical Devices Active License listing. This publicly accessible database allows consumers to verify whether a specific medical device has been licensed for sale and use in Canada.
• Be skeptical of exaggerated claims: approach marketing promotions that promise extraordinary results, such as “miracle" cures, with a healthy degree of skepticism.
• Report suspected misuse of logos: if you encounter a product or advertisement that you believe is falsely using an organization's logo or making deceptive endorsement claims, you are encouraged to report it to:
• The organization whose logo is being improperly used The Canadian Anti-Fraud Centre.
• The relevant platform (e.g., the social media site, online marketplace) where the deceptive advertisement or product listing was observed.

By remaining informed, vigilant, and proactive in verifying claims, consumers can reduce their risk of purchasing fake affiliated products and make more confident purchasing decisions.