Must-know 2024 Code updates for marketers

The Canadian Marketing Code of Ethics and Standards (the Code) is at the core of the CMA’s framework for industry self-regulation. The Code, along with more detailed guides, help marketers understand and navigate laws as well as best practices for all aspects of marketing in Canada.

Available in English and French, the Code is reviewed annually to ensure it reflects existing and emerging marketing activities, legislative and regulatory changes, and consumers’ perspectives.
The most recent review has resulted in the following changes to the Code:

• Enhanced guidance on children and youth by incorporating principles from the UK Children’s Code. These principles reflect the best interest of the child, age-appropriate application, detrimental use of data, data sharing and transparency, profiling, nudge techniques, geolocation, connected toys and devices, and online tools.
• Best practices to mitigate ongoing consumer complaints about direct mail addressed to deceased individuals. These include adding the name and address of the deceased individual to an internal ‘Do Not Contact’ list.
• Establishing that marketers should not use deceptive design patterns. These are misleading interface techniques that can trick or manipulate consumers into buying products or services.

As the marketing landscape evolves, consumer trust is mission critical. User-friendly resources and guidance are available from the CMA to help you. To get started, access the Code.