ADV2001 World Cup bid - Canada

CANADA
2026 Canada FIFA World Cup Bid
Table of Contents
INTRODUCTION................................................................................3
1. OVERVIEW.......................................................................................5
1.1 Country 5
1.2 Constitution 6
1.3 Standard of Living 7
1.4 Culture &Values 10
2. HUMAN RIGHTS..........................................................................11
2.1 Gender Equality 12
2.2 Gender Gap 13
2.3 Indigenous People 14
2.4 Migrants and Refugees 15
2.5 LGBT Community 16
3. ADVERTISING...............................................................................17
3.1 Advertising Standards 17
3.2 Stereotyping 18
3.3 Gender Bias 19
3.4 Portrayal of Women and Minorities 20
3.5 Advertising to Children 21
CONCLUSION...................................................................................22
REFERENCES.....................................................................................23
PHOTO CREDITS..............................................................................30

CANADA
2026 Canada FIFA World Cup Bid 3
Introduction
This report is a preliminary assessment for Canada to host the 2026
FIFA World Cup. It will discuss the culture and values of Canada,
highlighting its suitability as a host nation. Canada encapsulates the spirit
of FIFA as it is a country that values equality, inclusion and harmony.
As a tolerant and progressive nation, it welcomes people of different
backgrounds, nations, beliefs and sexual orientation. Canada will use this
event to promote universal solidarity and mutual respect. It will aim to
be a positive role model internationally in the areas of human rights,
social justice and the rule of law.The FIFA World Cup is in safe hands
with Canada, as it has a good international reputation and is a modern,
democratic nation.

CANADA
Map
TOLERANCE
DIVERSITY
INCLUSION

CANADA
1. Overview
Canada is a culturally diverse, inclusive society which values fairness,
equality and harmony (Government of Canada 2012a).With a population
of approximately 35 million, it is the world’s second largest country (CIA
2016). Rich in natural resources (CIA 2016), it features expansive lakes,
snow capped mountains, forests and is home to polar bears, bisons and a
diversity of wildlife. Canada is a land of contrast, with its vast expanse of
natural wilderness, ski resorts and high-tech, modern cities.This diversity
makes Canada one of the premier four-season tourist destinations in the
world (Canadian Tourism Commission 2014, p.4). International visitors will
feel welcome in Canada where diversity of race, religion, customs and race
are celebrated.The country is easy for international visitors to explore as
English and French are the two main languages spoken (CIA 2016).With
approximately 80 percent of the Canadian population living within 100
kilometres of the United States border (Brock University 2010), transport
and international flights are accessible for visitors.
1.1 COUNTRY

CANADA
Overview
Canada is a constitutional monarchy with a federal parliamentary government
(U.S. Department of State 2014). It is a stable, democratic country, which
values human rights, freedom, equality and the rule of law (Government of
Canada 2015b).The Freedom of the World survey ranks Canada as a free
country, with a high level of political and civil liberties (Freedom House,
2015). Freedom of assembly, thought, belief, press, conscience and religion
are protected through the Canadian Bill of Rights and the Charter of Rights
and Freedoms (Law Now 2013).These legal mechanisms ensure that people
are treated equally under the law regardless of their race, sexual orientation,
gender and religion (Law Now 2013).The country is known for its
independent and transparent judicial system, lack of government corruption
and respect of the rule of law (Heritage Foundation 2016).A proven track
record ensures that the World Cup committee can be confident that Canada
will uphold the FIFA values of fairness, equality and transparency.
1.2 CONSTITUTION

CANADA
Overview
Canada’s vibrant, thriving economy is one of the largest in the world and has
a GDP per capita of US $51,630 (World Bank 2016). Committed to an open
and free market, Canada is ranked number six in the world for Economic
Freedom (Heritage Foundation 2016) and ninth for the 2014 Human
Development Index (United Nations Development Programme 2015).The
country has a high standard of living and ranks well in the key dimensions
of human development including education, health, gender development and
poverty reduction (United Nations Development Programme 2015).Visitors
to Canada will appreciate its modern-infrastructure, clean environment and
green spaces.
1.3 STANDARD OF LIVING

CANADA
The FIFA World Cup would be in safe hands with
Canada as it has successfully hosted the:
2015 Women’s World Cup
2014 U-20 World Cup
2002 FIFA U-19 Women’s World Cup
2007 U-20 Men’s World Cup
Source: Harper, 2014.

CANADA
Overview
Inglehart-Welzel identifies Canada as a country with a high value on
self-expression and an emphasis on environmental protection, gender equality
and a growing tolerance of foreigners and the LGBT community (World
Values Survey 2015). Canada was the first country in the world to adopt an
official policy of multiculturalism (Government of Canada 2012b) and the
fourth country to legalise same-sex marriage (Parliament of Canada 2005).
Canadians enjoy the freedom to live the way that they choose and express
diversity in the areas of religion, language, culture, sexuality and gender
identity. As a society with secular-rational values, it places less value on
authority and traditional family values and has a growing acceptance of liberal
policies including divorce, euthanasia and abortion (WorldValues Survey
2015).
Geert Hofstede’s model indicates that Canada places a value on
egalitarianism and individualism (n.d). Canada is a moderately ‘masculine’
society where they strive for achievement and success in work and play
(sports), but still value a work-life balance (Geert Hofstede n.d). Canadians
enjoy life and have fun, while balancing work, family and leisure time
(Geert Hofstede n.d).
1.4 CULTURE &VALUES

CANADA
2. Human Rights
Sports have been recognised as a mechanism for promoting peace,
inclusiveness and human rights (United Nations 2014). Canada has effective
human rights mechanisms, including federal and state commissions, which act
independently from the government and without government interference
(U.S. Department of State 2014).The Charter of Rights and Freedoms and
the Bill of Rights treat everyone equally under the law and protect against
discrimination on the basis of sexual orientation, disability, race, gender and
religion (US Department of State 2014).Violence against Indigenous women
and girls is a prominent human rights issue which will be discussed in some
of the following sections.
HUMAN RIGHTS

CANADA
Human Rights
2.1 GENDER EQUALITY
Canada is committed to achieving gender equality and eliminating
discrimination towards women (Government of Canada 2015).
It was one of the first countries to ratify the United Nations Convention
on the Elimination of all Forms of Discrimination against Women and it
has ratified the UN Security Council Resolution on Women, Peace and
Security (Government of Canada 2015). Gender equality is viewed as an
important human rights issue and part of sustainable development and peace
(Government of Canada 2015b).The country has one of the highest rankings
in the world for the Gender Development Index (United Nations Human
Development Programme 2015).
Despite its strides towards gender equality, Canada’s record has been marred
by the high level of violence faced by Indigenous women and girls (Amnesty
International 2016). In response to long-standing pressure from the United
Nations, and the Native Women’s Association of Canada, the recently elected
Trudeau government has started the process towards a national inquiry into
missing and murdered indigenous women and girls (Justin Trudeau 2015).
This is seen as an important change in government policy and a positive
step towards reconciliation and justice.

CANADA
Human Rights
2.2 GENDER GAP
Justin Trudeau is the first Prime Minister of Canada to achieve gender parity
with cabinet appointments (Human Rights Watch 2016).This significant
achievement highlights Canada’s commitment to closing the gender gap.
Canada is ranked 19 in the world for the Global Gender Gap Index 2014
(World Economic Forum 2014) and the wage gap between men and women
has narrowed during the past twenty years (US Department of State 2014).
The laws in Canada protect women from discrimination and treat them
with equality and dignity.Women have the right to work and seek positions
in management, politics and the public sphere. FIFA visitors can expect that
Canadians will treat them with respect regardless of their gender.

CANADA
Human Rights
2.3 INDIGENOUS PEOPLE
Canada’s Indigenous people, also known as the First Nations, comprise
approximately 4 per cent of the population (US Department of State
2014).Although the law protects Indigenous rights and promotes equality,
Canada’s First Nations have experienced issues of poverty, violence against
women, an over-representation in the justice system and disadvantage in
health and employment (US Department of State 2014). Canada has ratified
the International Convention on the Elimination of all Forms of Racial
Discrimination and has faced United Nations scrutiny over these issues
(Government of Canada 2009, Amnesty International 2016). Justin Trudeau’s
government has sent a positive message of reconciliation and inclusion with
the appointment of two Indigenous members of parliament (Wilson 2015).
The FIFA World Cup is an opportunity for Canada to make greater efforts
towards equality for Indigenous peoples. Sport is an important vehicle for
promoting peace, inclusion and overcoming racial differences (United Nations
2014).

CANADA
Human Rights
2.4 MIGRANTS AND REFUGEES
Canada’s anti-discrimination laws and Bill of Rights protects the rights of
migrants and refugees.The fundamental value of equal treatment applies
to those who come to Canada.The Canadian government is committed
to assisting refugees from war torn Syria and Iraq and has a 2016 target
of 25000 assisted refugees (Government of Canada 2016).The 1988
Multiculturalism Act provides equal opportunities for all Canadians, allowing
individuals to retain their cultural heritage and differences (Inglis 1995). In
2011, almost 20 per cent of the population were foreign born, which is the
highest proportion of G8 nations and almost 200 ethnic origins have been
identified in the nation (Statistics Canada 2015).As a FIFA World Cup host,
Canada will showcase the values of tolerance, respect and diversity.

CANADA
Human Rights
2.5 LGBT COMMUNITY
Smith (2005) claims that the recognition of LGBT rights and same-sex
marriage is symbolic of Canada’s tolerance and equality.The law prohibits
discrimination on the basis of sexual orientation and gender identity (US
Department of State 2014). Canada is a gay-friendly travel destination, with
a welcoming and tolerant approach. In 2016, Justin Trudeau will be the first
Canadian Prime Minister to march in the Gay and Lesbian Pride March, with
the theme of belonging and inclusion (CBC News 2016).

CANADA
3.Advertising
3.1 ADVERTISING STANDARDS
Advertising in Canada is self-regulated by the Canadian Code of Advertising
and reviewed and overseen by the Advertising Standards Canada (Advertising
Standards Canada 2016). Complaints by the general public are handled by
the Advertising Standards Canada (ASC) and it is “committed to creating
and maintaining community confidence in advertising” (Advertising
Standards Canada 2016).The code sets out rules for advertising to children,
stereotyping, gender bias, gender equality and other standards considered
acceptable for advertising.
In 2014, the ASC received 1274 consumer complaints and reviewed 1149
cases (Advertising Standards Canada 2014) Of this number, 817 complaints
were upheld, highlighting the effectiveness of the ASC complaints process
(Advertising Standards Canada 2014). As a FIFA World Cup host, Canada
will ensure that the event’s advertising is unoffensive, fair and respectful and
consistent with the ASC standards. Special protections ensure that minorities,
women and the LGBT community are portrayed in a positive and
non-discriminatory manner.

CANADA
3.Advertising
3.2 STEREOTYPING
Stereotyping in Canadian advertising is heavily regulated by the ASC and
is defined as the unacceptable portrayal of a group of people that may be
offensive or untruthful (Advertising Standards Canada 2016). Stereotypes are
any form of personal discrimination, that appears in a realistic manner, that
exploits, demeans, denigrates or disparages one or more identifiable persons,
group of persons, and undermines human dignity (Advertising Standards
Canada 2016).The FIFA World Cup advertising will be respectful of other
cultures and values, without offensive stereotypes.A positive advertising
campaign will uphold the FIFA values of tolerance, harmony and inclusiveness.

CANADA
3.Advertising
3.3 GENDER BIAS
Gender bias is not encouraged in the everyday lives of Canadians.These
social values are reflective of laws which promote equality, diversity and
fairness.The ASC guidelines state that advertisers should ensure that their
advertisement does not have a negative impact on gender equality and that
the use of humour will not be used to justify negative portrayals of males or
females (Advertising Standards Canada 2016).

CANADA
3.Advertising
3.4 PORTRAYAL OF WOMEN AND MINORITIES
As discussed, Canada is a leader in gender equality and women’s rights.
Gender parity in Canada’s parliament highlights a commitment to accepting
women as equal partners and decision makers. Multiculturalism laws highlight
their values of diversity and tolerance.The ASC aims to mirror these laws
and social values, by ensuring that women and minorities are portrayed in
an inclusive manner. Clause 14 of the Advertising Standards protect against
unacceptable portrayals of individuals based on race, national origin, religion,
sex or age (Advertising Standards Canada 2016).The FIFA World Cup
promotes universal solidarity, harmony and peace. Canada supports these
values with its emphasis on tolerance and inclusiveness.

CANADA
3.Advertising
3.5 ADVERTISINGTO CHILDREN
According to a study conducted between 2014 and 2015, Canadian children
aged 2-11 years watch approximately 20 hours of television per week
(Television Bureau Of Canada 2015).The number of hours of television
watched by children is comparable to adults 25-54 years who watch an
average of 24 hours a week (Television Bureau Of Canada 2015).
This may account for the strict regulations that Canada has regarding
advertising towards children. It is recognised as having one of the most
comprehensive codes and standards for advertising to children (Canadian
Association of Broadcasters 2006). Advertising is regulated by the Broadcast
Code for Advertising to Children and is also overseen by Advertising
Standards Canada (ASC) (Advertising Standards Canada 2016).According
to the ASC,“Advertising that is directed to children must not exploit their
credulity, lack of experience or their sense of loyalty, and must not present
information or illustrations that might result in their physical, emotional or
moral harm” (Advertising Standards Canada 2016).With a track record of
respectful children’s advertising and efficient safeguards, the FIFA World Cup
would be advertised in a responsible manner. The self-regulatory approach
of the ASC is known as being highly effective (Canadian Association of
Broadcasters 2006).

CANADA
Conclusion
This report has shown that Canada is a suitable host for the 2026 FIFA
World Cup.With a good international reputation, it is a safe, welcoming
and tolerant country. Regardless of beliefs, race, religion or gender, visitors
can expect a warm and friendly reception. Breathtaking landscapes, modern
transport and infrastructure, coupled with a pleasant climate will ensure that
visitors will have an unforgettable experience. Canada celebrates diversity,
inclusion and multiculturalism, values that are important to FIFA.
A commitment to the rule of law, social justice and human rights ensures
that the event will promote a positive message internationally.
Canada looks forward to welcoming you to the 2026 FIFAWorld Cup.

CANADA
References
Advertising Standards Canada 2016, Gender Portrayal Guidelines,
viewed 21 February 2016, <http://www.adstandards.com/en/standards/
genderPortrayalGuidelines.aspx>.
Advertising Standards Canada 2016, The Broadcast Code for Advertising to
Children - Background, viewed 21 February 2016, <http://www.adstandards.
com/en/clearance/childrens/broadcastCodeForAdvertisingToChildren-
Background.aspx>.
Advertising Standards Canada 2016, The Canadian Code of Advertising
Standards, viewed 21 February 2016, <http://www.adstandards.com/en/
standards/canCodeOfAdStandards.aspx>.
Advertising Standards Canada 2014, Annual Ad Complaints Report, 2014Year
in Review, viewed 24 February 2016, <http://www.adstandards.com/en/
ConsumerComplaints/2014adComplaintsReport.pdf>.
Amnesty International 2016, Canada Human Rights, viewed 10 February 2016,
<https://www.amnestyusa.org/our-work/countries/americas/canada>.

CANADA
References
Brock University 2010, General Information on Canada, viewed 16 February
2016, <https://www.brocku.ca/international-services/international-student-
guide/general-information-on-canada#The_Canadian_way_of_life>.
Canadian Association of Broadcasters 2014, Advertising to Children in Canada
– A Reference Guide, viewed 23 February 2016, <http://www.cab-acr.ca/english/
social/advertisingchildren/kids_reference_guide.pdf>.
Canadian Tourism Commission 2014, Tourism as Canada’s Engine for Growth
– CanadianTourism Commission 2014 Annual Report, viewed 16 February
2016, <http://en.destinationcanada.com/sites/default/files/pdf/Corporate_
reports/2014_annual_report_en_may5.pdf>.
CBC News 2016, JustinTrudeau will be the 1st PM to March inToronto’s Pride
Parade, viewed 24 February 2016, <http://www.cbc.ca/news/canada/toronto/
trudeau-toronto-pride-1.3459052>.
Central Intelligence Agency (CIA) 2016, TheWorld Factbook: Canada, viewed
15 February 2016, <https://www.cia.gov/library/publications/the-world-
factbook/geos/ca.html>.

CANADA
References
Fearon, J. 2003, Ethnic and Cultural Diversity by Country, Journal of Economic
Growth, 8 (2), pp. 195-222.
Freedom House 2015, Freedom in theWorld 2015 – Canada, viewed 21
February 2016, <https://freedomhouse.org/report/freedom-world/2015/
canada>.
Government of Canada 2012a, Discover Canada:The Rights and Responsibilities
of Citizenship, viewed 16 February 2016, <http://www.cic.gc.ca/english/
resources/publications/discover/section-05.asp>.
Government of Canada 2012b, Canadian Multiculturalism: An Inclusive
Citizenship, viewed 22 February 2016, <http://www.cic.gc.ca/english/
multiculturalism/citizenship.asp>.
Government of Canada 2015, Canada’s Commitment to Gender Equality and
the Advancement ofWomen’s Rights Internationally, viewed 12 February 2016,
<http://www.international.gc.ca/rights-droits/women-femmes/equality-egalite.
aspx?lang=eng>.

CANADA
References
Government of Canada 2009, International Convention on the Elimination of
All Forms of Racial Discrimination – Interim Report in follow-up to the review of
Canada’s Seventeenth and Eighteenth Reports, viewed 23 February 2016, <http://
www.pch.gc.ca/eng/1357309699221/1357309812021>.
Government of Canada 2015b, Building Peace and Security for all; Canada’s
action plan for the implementation of United Nations Security Council resolutions
on women, peace and security, viewed 17 February 2016, <http://www.
international.gc.ca/START-GTSR/women_canada_action_plan-plan_action_
femme.aspx?lang=eng>.
Government of Canada 2016, Canada’s response to the conflict in Syria,
viewed 21 February 2016, <http://www.international.gc.ca/development-
developpement/humanitarian_response-situations_crises/syria-syrie.
aspx?lang=eng>.
Harper,T. 2014, FIFA president says Canada on its way to hosting aWorld Cup,The
Globe and Mail, viewed 21 February 2016, <http://www.nytimes.com>.

CANADA
References
Human Rights Watch 2016, Canada: Human Rights Failures. Government should
Reverse Stance at Home,Abroad, viewed 10 February 2016, <https://www.hrw.
org/news/2016/01/27/canada-human-rights-failures>.
Inglis, C., 1995, Multiculturalism: New Policy Responses to Diversity, viewed 21
February 2016, <http://www.unesco.org/most/pp4.htm>.
Justin Trudeau 2015, Prime Minister JustinTrudeau delivers a speech to the
Assembly of First Nations Special Chiefs Assembly, viewed 16 February 2016,
<http://pm.gc.ca/eng/news/prime-minister-justin-trudeau-delivers-speech-
assembly-first-nations-special-chiefs-assembly>.
Law Now 2013, Bill of Rights in Canada, viewed 17 February 2016, <http://
www.lawnow.org/bills-of-rights-in-canada/>.
Parliament of Canada 2005, Bill C-38:The Civil Marriage Act, viewed 21 February
2016 <http://www.lop.parl.gc.ca/About/Parliament/LegislativeSummaries/bills_
ls.asp?ls=c38&Parl=38&Ses=1>.

CANADA
References
Smith, M. 2005, Explaining Human Rights Protections: Institutionalist Analysis in the
Lesbian and Gay Rights Case, viewed 21 February 2016, <https://www.cpsa-
acsp.ca/papers-2005/Smith,%20Miriam.pdf>.
Statistics Canada 2015, Immigration and Ethnocultural Diversity in Canada,
viewed 21 February 2016, <https://www12.statcan.gc.ca/nhs-enm/2011/as-
sa/99-010-x/99-010-x2011001-eng.cfm>.
The Heritage Foundation 2016, 2016 Index of Economic Freedom – Canada,
viewed 21 February 2016, <http://www.heritage.org/index/country/canada>.
The Hofstede Centre N.D, Canada, viewed 23 February 2016, <http://geert-
hofstede.com/canada.html>.
The World Bank 2016, Canada, viewed 21 February 2016, <http://data.
worldbank.org/country/canada>.
Television Bureau Of Canada 2015, TV Basics 2014-2015, viewed 21 February
2016, <http://www.tvb.ca>.

CANADA
References
United Nations 2014, General Assembly RecognizesValue of Sports as
Tool for Peace, Development, During Debate Reviewing Resolution’s
Implementation, viewed 22 February 2016, <http://www.un.org/press/
en/2014/ga11572.doc.htm>.
United Nations Human Development Programme 2015, Canada – Human
Development Indicators, viewed 21 February 2016, <http://hdr.undp.org/en/
countries/profiles/CAN>.
U.S. Department of State 2014, Country Reports on Human Rights Practices
for 2014 – Canada, viewed 21 February 2016, <http://www.state.gov/j/drl/rls/
hrrpt/humanrightsreport/index.htm?year=2014&dlid=236672>.
Wilson,T. 2015, Hopeful indigenous reaction to Justin Trudeau’s cabinet
picks, CBC News, viewed on 21 February 2016, <http://www.cbc.ca/news/
aboriginal/aboriginal-leaders-react-cabinet-choices-1.3303972>.
World Economic Forum 2014, Economies: Canada,viewed on 21 February
2016, <http://reports.weforum.org/global-gender-gap-report-2014/
economies/#economy=CAN>.
WorldValues Survey 2015, Findings and Insights, viewed 16 February 2016,
<http://www.worldvaluessurvey.org/WVSContents.jsp>.

CANADA
Photo Credits
All photos, icons and images sourced from: pixabay.com.
Public domain. No attribution required.

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