Consumer Protection

What Marketers Need to Know

Consumer protection laws aim to protect consumers from unfair business.

Consumer protection is a shared responsibility between federal, provincial, and territorial governments. As a result, marketers face numerous sets of rules and regulations across the country. To avoid confusion, marketers should familiarize themselves with the laws in the jurisdiction(s) where their organizations operate.

The laws generally cover areas such as:

• Gift cards
• Loyalty programs
• High-cost credit
• Time shares
• Licensing
• Ticket sales
• Contracts

The Canadian Marketing Code of Ethics and Standards outlines legal requirements and best practices in many of these areas.