Canadian Marketing Association - Code of Ethics and Standards of Practice
Most Canadian companies that engage in direct marketing practices adhere to the voluntary Code of Ethics and Standards of Practice, developed by the Canadian Marketing Association (CMA). This industry organization designed the code to set and maintain standards for information-based marketing in Canada; and it’s responsible for responding to consumer complaints.
Since the CMA created the code for its members in 1990, it has amended it four times. The first amendments, in 1993, addressed the issue of protecting personal information. In 1997, it introduced changes to respect the privacy of consumers using interactive technologies. And in 1999, the CMA amended its code to take into account the practice of marketing to children. The code was amended again in 2002 to address marketing to teenagers.
These latest amendments – Special Considerations in Marketing to Teenagers and Special Considerations in Marketing to Children – reflect the overriding principle that teenagers and children are not adults, and that information-based marketers must respect the rights parents or guardians to control some communications or transactions between kids and marketers.
As well, the CMA also offers a Do Not Mail/Do Not Call service to consumers, to give them some control over how their names and addresses are used in direct marketing (see right sidebar).
