The document summarizes a presentation given to the Canadian Franchise Association on recent developments in advertising and marketing law and their implications for Canadian franchising. It discusses four recent cases: 1) A Dunkin' Donuts case on brand protection and promotion duties; 2) A Tim Hortons case on price maintenance; 3) A Time case on general impressions in advertising and use of disclaimers; and 4) A policy from OQLF on signage in Quebec under the Charter of the French Language. It also provides sample franchise agreement clauses related to trademarks, advertising, marketing, and protecting and enhancing the franchise system.

1. Branding Boldly!
The Latest Developments in Advertising & Marketing Law
and Their Impact on Canadian Franchising
John Chimienti, Canadian Tire Corporation
Bill Hearn and John Rogers, Davis LLP
Presentation to Canadian Franchise Association
Toronto, January 31, 2013

2. Overview
• What are the advertising & marketing law implications for
franchises of the following developments in 2012?
 Dunkin’ Donuts case on brand protection and promotion
 Tim Hortons case on price maintenance
 Time case on general impression and disclaimers in ads
 OQLF’s policy on Charter of French Language and store
signs in Quebec
• What should the advertising & marketing law provisions in
franchise agreements say given these developments?
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3. Dunkin’ Donuts Case -
Brand Protection and Promotion
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4. .
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5. Dunkin’ Donuts
• Dunkin’ case on “brand protection” was decided under
Civil Code of Quebec on special facts - will the case be
applied in English Canada?
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6. Dunkin’ Donuts
• Will Ontario courts, specifically, interpret ‘good faith and
fair dealing’ under Wishart to include a duty by the
Franchisor to protect and promote the brand?
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7. Dunkin’ Donuts
• Does a Franchisor have a positive duty to protect its
franchisees against significant competition by another
franchise system?
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8. Dunkin’ Donuts
• Could Franchisors now be forced to act as guarantors or
insurers of success by their Franchisees?
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9. Dunkin’ Donuts
• Did Dunkin’s degree of neglect and negligence largely
contribute to the Quebec court’s finding of liability
against it?
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10. Tim Hortons Case -
Price Maintenance under Competition Act
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11. Price Maintenance
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12. Time Case -
“General Impression” Test
and Use of Disclaimers
in Advertising under Competition Act
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13. Disclaimers - Rules of Thumb
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14. Disclaimers – This is 7 point font
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15. Disclaimers - The Subscription Trap
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16. Disclaimers - The Average Consumer
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17. Disclaimers - Richard v. Time
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18. Disclaimers - Hearn v. Time ?
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19. Disclaimers in Action
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20. Disclaimers - Think Like a Comedian?
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21. OQLF’s New Policy on Charter of the
French Language -
Exterior Store Signage in Quebec
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22. Franchise Agreement -
Sample Trade-mark, Advertising & Marketing
Provisions
(Appendix I)
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23. Trade-mark Clauses
• Registration of Mark by Franchisor
• Licensing and use of Mark by Franchisee
• Signage in Store (s.50(2)), Trade-marks Act
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24. Advertising & Marketing Clauses
• Local Advertising by Franchisee
• Establishment of Fund by Franchisor for regional and
national advertising
• Segregated Account for Fund
• Expenditures Allowed
• Expenditures to benefit Franchisees generally
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25. Protect & Enhance System Clause
The following clause is an initial attempt to deal with the Dunkin’
Donuts case as it relates to a Franchisor’s obligations to “protect
and enhance” the System.
1.4 Acknowledgements by Franchisee re Marks and System
The Franchisee acknowledges that substantial performance by the
Franchisor of its obligations under this Article 1 regarding the Marks and
under Article 2 regarding advertising, along with performance of related
obligations of the Franchisee in this Agreement, will be sufficient to
protect and enhance the goodwill associated with the Marks and the
System.
Suggestions for revised or alternate wording would be
appreciated.
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26. Thank You
John Chimienti, Canadian Tire Corporation
john.chimienti@cantire.com
416.480.3680
Bill Hearn, Davis LLP
bhearn@davis.ca
416.369.5298
John Rogers, Davis LLP
jrogers@davis.ca
416.941.5399
Disclaimer: This presentation contains general information only and does not constitute legal advice.
Qualified legal counsel should be consulted to assess the application of laws to specific facts.
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