CMA strengthens child and teen privacy protections with updated Code of Ethics

The updated Canadian Marketing Code of Ethics and Standards strengthens consumer protection with a focus on transparency, consent and ethical practices for younger audiences

TORONTO, January 30, 2025 – To mark Data Privacy Week, the Canadian Marketing Association (CMA) today announced updates to its Canadian Marketing Code of Ethics and Standards (the Code), to enhance privacy protection for children and teenagers across Canada.

“Our updates to the Code recognize that marketers have special responsibilities when marketing to children and teenagers,” said Sara Clodman, chief public affairs and governance officer, CMA. “These updates build on the Canadian marketing community’s longstanding leadership role in protecting young people.”

Advancing privacy standards for children and teens

The enhanced chapter of the Code indicates that marketers should respect the privacy and best interests of children and teenagers when designing and developing communications that are directed towards them or likely to be accessed by them.

Key points from the revised chapter, which is based on the highly regarded UK Children’s Code, include:

• Transparency: Marketers must use language in their communications that is age-appropriate and clear, such as bite-sized explanations.
• Data protection: Marketers must collect minimal data, disable geolocation and profiling by default, and provide tools to help children, teenagers and parents exercise privacy rights.
• Consent requirements: Parental opt-in consent is required for collecting and sharing the personal information of children under the age of 13 (except in the case of contests where other restrictions apply). Marketers can establish communication with teenagers in defined stages, according to the sensitivity or type of information, the teenager’s age and the nature of the consent to be provided.
• Trust: The Code prohibits practices that exploit a child or teenager’s naivety, social pressures or lack of experience.

A long tradition of protecting youth

“These updates ensure that Canadian marketers continue to be at the forefront of global privacy standards,” said Clodman.

The CMA has long played a leadership role in the protection of consumer privacy, including the protection of minors’ data.

In 1993, the CMA was the first major private sector organization to introduce a mandatory Privacy Code for its members.

In 1995, it was the first major national industry association to call on the federal government to introduce a privacy law. This led to the CMA’s participation in the development of the Canadian Standards Association Model Code for the Protection of Personal Information, which became the core of Canada’s first private sector privacy law: the Personal Information Protection and Electronic Documents Act (PIPEDA).

The CMA has also been a leader for many years in setting standards for marketing to children. The Code included standards in this area at least as far back as the 1990s, and was enhanced in 1999. The 1999 amendments were adopted by the International Federation of Direct Marketing Associations, setting a global standard.

The Canadian Marketing Code of Ethics and Standards is the foundation of the marketing community’s self-regulation. It is designed to help Canadian marketers maintain high standards of professional conduct. Upon joining the CMA, and every year at renewal time, members confirm their commitment to follow the Code.

About the Canadian Marketing Association

The CMA is the voice of marketing in Canada and our purpose is to champion marketing’s powerful impact. We are the catalyst to help Canada’s marketers thrive today, while building the marketing mindset and environment of tomorrow.

We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks, and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the CMA’s Canadian Marketing Code of Ethics and Standards. We represent virtually all of Canada's major business sectors, and all marketing disciplines, channels and technologies. Our Consumer Centre helps Canadians better understand their rights and obligations. For more information, visit thecma.ca.

For further information, contact:
Nathaniel Glassman
Kaiser & Partners Inc.
nathaniel.glassman@kaiserpartners.com
416-998-2258