Tips to avoid deceptive marketing

Jan 17, 2024
Deceptive Marketing Standards

Customer trust is a cornerstone of brand loyalty. Savvy consumers can make or shake a brand’s image in an instant, so it’s more important than ever for businesses to actively ensure that marketing strategies are compliant and transparent.

Understanding and avoiding deceptive marketing is a crucial part of safeguarding a brand’s reputation and should be part of all review processes for campaigns. Deceptive marketing refers to any practice that misleads or has the potential to mislead consumers.

The Competition Act, administered and enforced by the Competition Bureau, prohibits misleading and deceptive advertising and marketing and covers activities such as promotional contests, claims, influencer marketing, drip pricing, deceptive telemarketing and more.

To help you avoid deceptive marketing, follow these recommendations:

  • Provide clear and accurate descriptions for all products or services.
  • Ensure all claims are substantiated, meaning the claim must be backed up by evidence before it is made.
  • Be transparent about the price of a product or service. This includes any additional fees or charges.
  • Avoid misleading content such as graphics, e-mail subject lines or product features.
  • Stay informed about regulations and standards. CMA offers guidance and training to help marketers understand and comply.
  • Consult with legal and compliance with expertise in this area.

The CMA’s member-only Guide to Truthful Marketing contains essential information about understanding and avoiding misleading representations and deceptive marketing practices. This knowledge will help marketers create compliant strategies and campaigns from the onset, facilitate effective communication with legal and compliance teams, contribute to a strong brand reputation, and help foster consumer trust.


AUTHORED BY
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Florentina Stancu-Soare

Director, Public Affairs and Regulatory Standards Canadian Marketing Association




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