Direct Marketing Legal Considerations

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Ethics, Regulations, Standards and Laws

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  • http://www.adstandards.ca/en/PSA/site/
  • http://www.adstandards.com/en/Standards/the14Clauses.aspxhttp://www.adstandards.com/en/Clearance/clearanceRates.aspxCheck blog for handout. Use the CMA website as well.For the Canadian industry to use as ‘guideline’s – not laws.Have a few available here for referencing / signing out.
  • http://www.the-cma.org/regulatory/code-of-ethicshttp://www.the-cma.org/Downloads/Regulatory/2012/CodeofEthicsv2.pdfCheck blog for handout. Use the CMA website as well.Have a few available here for referencing / signing out.For members and others in industry to use as ‘guideline’s – not laws.
  • http://laws-lois.justice.gc.ca/eng/acts/P-8.6/index.htmlPersonal Information Protection and Electronic Documents Act (S.C. 2000, c. 5)
  • http://www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng%20/02776.htmlBait and Switch – mortgage ratesFalse or misleading representationsFalse or misleading ordinary selling price representationsPerformance representations not based on adequate and proper testsSale above advertised priceScanner Price Accuracy CodeBait and switch sellingDouble ticketingPromotional contestsMisleading warranties and guaranteesUntrue, misleading or unauthorized use of tests and testimonialsLabelling
  • There’s a ton other guidelines, codes, regulations and laws. So be informed.Broadcast Code for Advertising to ChildrenAssociation of Canadian AdvertisersCanadian Association of BroadcastersInstitute of Communication AgenciesCanadian Marketing AssociationConcerned Children’s AdvertisersTelecaster Services of TVBCBC Advertising StandardsCanadian Broadcast Standards CouncilHealth Canada’s Web SiteCanadian Food Inspection Agency (CFIA)Canadian Radio-television and Telecommunications Commission (CRTC)Is this breaking the law game.http://www.adstandards.com/en/Standards/adComplaintsReportsCurrent.aspx#upheldI read the case – group determines the clause that was or wasn’t wronged. Bonus marks for sub-sections.
  • http://youtu.be/r8hP9-qnAxkhttp://www.truthinadmatters.com/en/default.aspxcompetition
  • Direct Marketing Legal Considerations

    1. 1. Legal Considerations for Direct Marketers Presented by Lindsey Fair
    2. 2. Use the Ad Standards PreClearance
    3. 3. Sex, Drugs and Rock & Roll + Children… the CMA, the DMA and Ad Standards all have something to say about that.
    4. 4. There’s Guidelines, then there’s the LAW… TMI = PIPEDA
    5. 5. There’s Guidelines, then there’s the LAW… Bait & Switch

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