The latest CMA Code updates
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, complemented by comprehensive guides and tools, aids marketers in understanding and adhering to legal requirements and industry best practices across all marketing facets in Canada.
Available in both official languages, the Code is reviewed annually to ensure it reflects existing and emerging marketing activities, legislative and regulatory changes, and consumers’ perspectives.
Beyond general updates and clarifications, the most recent amendments address the following topics:
- Responsible use of AI for marketing purposes: A new chapter has been added to outline the key principles which are:
- human oversight,
- transparency,
- bias and fairness,
- explainability,
- data privacy and security,
- ethical consideration,
- performance monitoring; and
- accountability.
- Privacy and data: Clarification about consent requirements and transparency for data collection, the use of business contact information and youth privacy.
- Marketing practices: Revised agency search principles focused on RFP and client conflicts as well as service provider responsibilities, clarification on mailing list rental, and email and mobile marketing, truthful marketing rules such as drip pricing and testimonials for influencer marketing, and market research practices.
- Environmental practices: Inclusion of considerations for environmental responsibility in marketing such as the use of eco-friendly materials and targeted marketing techniques.
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.
