Our guidelines are designed to help the Canadian marketing community realize maximum efficiency & effectiveness in order to drive business results.

Digital Advertising Guidelines

The IAB Standard Ad Unit Portfolio - The display ad standards feature flexible ad sizes and are in alignment with LEAN Principles (light, encrypted, ad choices supported and non-invasive).

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Dynamic Content Ad Standards

As brands continue to increase their use of context and data-driven marketing, they are leveraging the ability to serve personalized content to a user based on their interests, demographics, etc. IAB released these standards to increase the fluidity of ad…

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Regulatory Structure

The delivery of digital advertising in Canada is primarily regulated by Canadian private sector privacy legislation and anti-spam legislation. Canadian Privacy Legislation: There are four private sector privacy statutes in Canada:  the Federal Personal Information Protection Electronic Documents Act, Alberta’s…

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Canada’s Anti-Spam Legislation

Canada’s Anti-Spam Legislation (“CASL”) applies when organizations (1) send commercial electronic messages, and (ii) install computer programs on another person’s computer system. Sending Commercial Electronic Messages Subject to limited exceptions, CASL requires consent (either express or implied) for the sending…

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Contests & Promotions

There are various legal regimes that must be considered when running a promotional contest in Canada. In addition to Canadian privacy legislation and CASL, some of the other key considerations are set out below. Competition Act The Competition Act prohibits…

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Intellectual Property

Intellectual property in Canada is governed under several pieces of federal legislation, including The Trade-marks Act and The Copyright Act. Trade-marks A trade-mark is a word, symbol or design (or a combination of these) that is used to distinguish the…

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False & Misleading Advertising

False and misleading representations in advertising are prohibited under both the federal Competition Act, as well as provincial consumer protection legislation. Competition Act The Competition Act governs most business conduct in Canada and is aimed at preventing anti-competitive practices in…

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