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Code of Ethics and Standards of Practice
A1 Purpose of Code of Ethics and Standards of Practice
Preamble: Marketers acknowledge that the establishment and maintenance of high standards of practice are a fundamental responsibility to the public, essential to winning and holding public confidence, and the foundation of a successful and independent information-based marketing industry in Canada.
Canadian Marketing Association members include Canada's major financial institutions, insurance companies, publishers, cataloguers and charitable organizations, relationship marketers and those engaged in electronic commerce and multimedia marketing.
A2 Application and Governing Legislation
A2.1 This code of ethics is designed to set and maintain standards for the conduct of information-based marketing in Canada.
A2.2 Members of the Canadian Marketing Association recognize an obligation - to the public, to the integrity of the discipline in which they operate and to each other - to practice to the highest standards of honesty, truth, accuracy and fairness.
A2.3 All persons involved in the information-based marketing industry in Canada shall be cognizant of and conduct themselves according to the laws of Canada.
A2.4 No marketer shall participate in any campaign involving the disparagement of any person or group on the grounds of race, colour, religion, national origin, gender, sexual orientation, marital status.
A2.5 Unless obliged by law, no marketer shall participate in the distribution of unsolicited material which is derogatory, vulgar or indecent in nature, including that which portrays, describes or includes explicit: sexual conduct, mutilation, or torture.
A2.6 No person involved in any aspect of any marketing program shall knowingly participate in any marketing programs that contravene Directives A2.4, A2.5 or Sections G and H respecting marketing to children and teenagers. Further, suppliers should actively encourage their non-member clients to adhere to other provisions of this Code of Ethics and Standards of Practice.
B. Accuracy of Representation
B1 Accuracy: Offers must be clear and truthful and shall not misrepresent a product, service, solicitation or program and shall not mislead by statement, or technique of demonstration or comparison.
B2 Timeliness: Descriptions and promises shall reflect actual conditions, situations and circumstances existing at the time of the promotion.
B3 Evidence: Test or survey data referred to shall be competent, reliable and must support the specific claim for which it is cited. Marketers shall be able to substantiate the basis for any claim or comparison. No claim shall imply - by statement, illustration or presentation - a scientific, factual or statistical basis where none exists. (See also B8, Testimonials).
B4 Identity: Every offer and shipment shall identify the marketer and provide the consumer with sufficient information to be able to contact the marketer.
B5 Disguise: No person shall make offers or solicitations in the guise of research or a survey when the real intent is to sell products, services, or to raise funds.
B6 Disparagement: No offer shall attack or discredit, or disparage products, services, advertisements or companies using inaccurate information.
B7 Representation: Photography, artwork or audio-visual representation must accurately and fairly illustrate the product offered.
B8 Testimonials: Testimonials and endorsements must be:
- Authorized by the person quoted;
- Genuine and related to the experience of the person quoted; and,
- Not taken out of context so as to distort the opinion or experience of the person quoted. (See also B3 Evidence)
C. Constituent Elements and Characteristics of the Offer
C1 Disclosure: The offer shall contain clear and conspicuous disclosure of the following terms:
- The exact nature of what is offered;
- The price;
- The terms of payment, including any additional charges, such as shipping and handling; and,
- The consumer's commitment and any ongoing obligation in placing an order.
The following additional disclosures are to be made with the offer (or, provided the consumer can return goods or refuse services, with the shipment):
- Credit, late payment penalties;
- Returns/cancellations policies and procedures;
- Substitution policy (where applicable);
- Shipping terms and delivery times, FOB point, substitution policy (See also D1 Shipment);
- How to update a customer record;
- How to contact the seller; and,
- Method of transferring title (if applicable).
Full and fair disclosure of the terms of the offer shall include not just wording, but the manner of presentation of the price, terms and conditions and customer commitments and obligations: printed information which, by the use of type size, placement, color, contrast or other means materially affects the legibility of the offer or exceptions to it shall not be used.
C2 Comparisons: Comparisons included in offers must be factual, verifiable and not misleading.
No offer shall include a deceptive price claim or deceptive suggestion of a discount, or exaggerated claim as to worth or value;
Terms such as "Regular price", "Suggested retail value", "Manufacturer's list price", and "Fair market value", must represent prices at which a reasonable quantity of the item has been sold in the relevant marketplace as defined in the competition laws of Canada.
Where qualified price discounts are offered, statements such as "up to", and "xx off" must be presented in easily readable type, and in proximity to the prices quoted.
C3 "Free": Products or services offered without cost or obligation on the part of the consumer or as a premium incentive to purchase goods or services, may be described as "Free". Where any cost or obligation is incurred by the consumer, it shall be so identified or the offer shall use another term, such as "A bonus". (See also C1 Disclosure.)
C4 Unordered Goods and Services: Consumers are not responsible to pay for unordered goods or services.
C5 Automatically Billed Goods and Services: Automatically billed goods and services - in which the consumer agrees to receive goods or services on a continuing basis and be billed - is permitted.
The marketer shall clearly inform the customer of all material terms and obligations in the original offer including whether there is a right to cancel.
Any material change in the goods or services offered to a customer who has previously consented to be automatically billed for those goods or services shall require the marketer to obtain new consent. Such new consent may be inferred from the customer's acceptance or use of the goods or services, provided that the customer has a meaningful opportunity to decline the services without incurring cost or further obligation.
C6 Negative Option Pre-notification Membership Plans: A negative option pre-notification subscription membership plan is a contractual plan offered by marketers. Under these plans, the seller pre-notifies the member of a selection that will be sent to the member and billed for unless the member instructs the seller, in a method provided by the seller, not to provide the selection.
Advertising and promotional material for a negative option membership must clearly and conspicuously disclose material terms and a consumer must give prior expressed request or consent to join. Material terms include: number of selections in a 12-month period; number of days to instruct the seller not to ship; and any minimum purchase or membership term.
C7 Contests, Sweepstakes: The use of contests, sweepstakes or prizes in the promotion of goods or services shall conform to the laws of Canada.
The rules of any contest, sweepstake or prize give away shall be clearly stated or easily obtainable. (See B1 Accuracy, and C1 Disclosure.) Marketers should refer to special conditions when marketing to children (See G4).
C8 Pricing: Prices quoted in Canada shall be in Canadian dollars, unless otherwise identified.
C9 Other: Offers which appear to be bills or invoices may not be used.
C10 Guarantees and Warranties: Where an offer includes a guarantee or warranty, the terms and conditions shall be set forth in full with the offer, or made available to the consumer upon request.
D. Fulfillment Practices
D1 Shipment: Goods offered shall be shipped within 30 days of the receipt of a properly completed order, or within the time limit stated in the original offer.
D2 Delay: The customer shall be advised within 30 days of the receipt of the order, or within the time limit stated in the original offer, if delivery will be late.
D3 Order Cancellation: The customer has the right to cancel an order for goods which cannot be delivered within 30 days, or the time stated (or which are described as "back ordered"), without cost or obligation to the customer.
D4 Substitution: Any substitution of goods to those originally offered and ordered shall be disclosed to the consumer and shall be of the same or better quality, or be approved by the customer before shipment. The customer shall be informed that he or she has the right to accept or reject goods substituted, without additional obligation or cost, including return shipping cost.
D5 Guarantees and Warranties: Any guarantee provided in conjunction with the provision of goods or services shall clearly identify the name and address of the guarantor and the duration of such guarantee.
D6 Prompt Response: Any request under the terms of a guarantee for repair, replacement, refund or other remedy shall be honoured promptly.
E. Media-Specific Standards of Practice
Introduction: Beyond the standards of practice that govern marketing in Canada generally, and which are described in the preceding paragraphs, certain additional standards of practice are mandated according to the medium in which marketing is conducted:
E1.1 Application: These standards of practice apply to all direct response broadcast commercial solicitations or requests for charitable contributions delivered to private residences by any electronic means.
E1.2 Misrepresentation: Marketers shall not employ presentations likely to mislead reasonable consumers that the presentation is news, information, public service or entertainment programming.
E1.3 Endorsement: Except where the endorser is identified as an expert or is a generally recognized celebrity (whose sole connection with the marketer is the payment of a fee for the endorsement), any material connection between the endorser and the marketer shall be disclosed; and,
The results, experiences or findings of the endorser shall be generally representative of the results to be expected by the average consumer. In the alternative, the marketer shall clearly and conspicuously disclaim that such results, experiences or findings are or will be typical of the experiences of the average consumer.
E1.4 Sponsorship: Each video presentation (infomercial) shall be preceded and followed by a clear or prominent video and oral announcement that the presentation is a paid commercial message, and which identifies the product or service on offer, and the soliciting party. The video announcement shall also be presented prior to each ordering opportunity.
E2 Printed Media
E2.1 Application: These standards of practice apply to all forms of commercial solicitation or requests for charitable donations employing printed media, including (but not limited to) mail, catalogues and periodical advertising.
E2.2 Description: All printed materials shall accurately and fairly describe the product or service offered. Type size, colour, contrast, style, placement or other treatment shall not be used to reduce the legibility or clarity of the offer, exceptions to the offer, or terms and conditions.
E3.1 Application: These standards of practice apply to all forms of commercial solicitation or requests for charitable donation conveyed by telephone (also known as telemarketing), including the presentation of offers for goods or services or requests for charitable donations by means of telephone facsimile (also known as fax).
E3.2 Identification: Marketers shall identify themselves and the business or organization represented promptly at the beginning of each outbound telemarketing call.
E3.3 Privacy: No marketer shall knowingly call any person who has an unlisted or unpublished telephone number, except where the telephone number was furnished by the customer to that marketer. In addition:
- Marketers will promptly remove from their lists the telephone numbers of consumers who request them to do so, or non-customers who have registered with the CMA's Do Not Call Service; and,
- Marketers who contact consumers by telephone shall employ lists which contain at least the surname and telephone number of the household called.
E3.4 Calling Hours: Marketers will respect consumers by limiting the hours of outbound telemarketing to: 9:00 a.m. to 9:30 p.m. weekdays, 10:00 a.m. to 6:00 p.m. Saturdays and Sundays. Calling shall not be undertaken on statutory holidays. Outbound telemarketing by facsimile is excluded from the restrictions on calling hours as described in this section.
E3.5 Frequency: Marketers (that is, the same organization or business) shall not knowingly contact a consumer who is not already a current customer more frequently than once per month for the same product or service. A current customer is defined as any consumer who has made a purchase from the marketer within the last six months or during a normal buying cycle.
E3.6 Observation: Call monitoring or observation shall be undertaken only according to federal and/or provincial regulations.
E4 Internet and Other Electronic Media (Read Compliance Guide)
E4.1.1 Application: In addition to other provisions found in the CMA Code of Ethics and Standards of Practice, Section
E4 applies to any marketing communications to consumers through digital media, including (but not limited to): electronic mail, text messaging, and personal digital assistants, more commonly known as PDAs. Reference to Web-based marketing can be found in Section 4.2.
E4.1.2 e-Mail Purpose: Organizations must identify the purpose for which an individual's e-mail address is being requested prior to or at the time the e-mail address is collected.
The e-mail address that has been collected can be used only for those purposes identified.
E4.1.3 e-Mail Consent: Marketers shall not send e-mail marketing communications without the express consent of the recipient, except where there is an existing business relationship.
- Existing Business Relationship In cases where a consumer has provided his or her e-mail address to an organization, the organization has implied consent to e-mail the consumer. Notwithstanding this requirement, marketers shall not send e-mail to consumers who have indicated they do not wish to receive further e-mail marketing communications from that marketer.
- Disclosing e-Mail Addresses to a Third Party An organization shall not disclose a consumer's e-mail address to a third party without the express consent of the consumer.
E4.1.4 e-Mail Reply: Every e-mail message shall clearly identify the marketer and source of the e-mail and provide the recipient with a simple and easy-to-use e-mail means to opt-out from receiving further e-mail marketing communications from the marketer.
E4.1.5 e-Mail Disclosure: Marketers shall not misrepresent the source of any message or use false or misleading "subject" lines in e-mail marketing communications. The subject line and body text in e-mail marketing communications shall accurately reflect the content, origin and purpose of the communications.
F. Product Safety
F1 Introduction: Products offered by marketers shall be safe in normal use and, where applicable, shall conform to product safety regulations established by Health and Welfare Canada and by the Canadian Standards Association and/or other recognized Canadian authorities.
F2 Information: Information provided with the product shall include full directions for assembly (if applicable), directions for proper use of the product and full and fair disclosure of known hazards of improper use, handling, storage or disposal.
G. Special Considerations in Marketing to Children
G1 Age: For purposes of this Code of Ethics and Standards of Practice, the term child refers to someone who has not reached his or her 13th birthday.
Marketers are expected to use discretion and sensitivity in marketing to persons between 13 years and the age of majority, to address the age, knowledge, sophistication and maturity of this audience.
G2 Responsibility: Marketing to children imposes a special responsibility on marketers. Marketers shall recognize that children are not adults and that not all marketing techniques are appropriate for children.
G3 Consent: Except as provided below under G4 Contests, Games or Sweepstakes, all marketing interactions directed to children including collection, transfer and requests for personal information require the express consent of the child's parent or guardian.
When marketing to persons between 13 years and the age of majority, marketers are strongly cautioned that children may be exposed to these communications and, in such cases, these interactions with children are governed by the preceding guidelines concerning consent.
G4 Contests, Games or Sweepstakes Directed to Children: Marketers may collect personal information from children for the purposes of contests, games or sweepstakes without obtaining the parent or guardian's express consent, only if the marketer:
- Collects a minimal amount of personal information, sufficient only to determine the winner(s);
- Deals only with the winner(s)' parent or guardian and does not contact the winner(s);
- Does not retain the personal information following the conclusion of the contest or sweepstakes;
- Makes no use of the personal information other than to determine the contest or sweepstakes winner(s); and,
- Does not to transfer or make available the personal information to any other individual or organization.
G5 Credulity: Marketing to children shall not exploit children's credulity, lack of experience or sense of loyalty.
G6 Age-Appropriate Language: In addition to the established provisions of this Code in Section B 'Accuracy of Representation', marketers shall use age-appropriate language in marketing to children. Offers shall be presented in simple language, easily understood by children.
G7 Commercial Transactions: Marketers shall not accept an order from a child without a parent or guardian's express consent. Marketers shall not pressure a child to urge their parents or guardians to purchase a product or service.
H. Special Considerations in Marketing to Teenagers
H1 Age and Application: For the purpose of this Code of Ethics and Standards of Practice, the term teenager refers to someone who has reached his or her 13th birthday but has not yet reached the age of majority in his or her province or territory of residence.
These guidelines do not apply to teenagers living independently of their parents or guardians and who by federal, provincial or territorial statute or regulation are deemed to be adults.
H2 Responsibility: Marketing to teenagers imposes special responsibilities on marketers. Marketers will use discretion and sensitivity in marketing to teenagers, to address the age, knowledge, sophistication and maturity of teenagers. Marketers should exercise caution that they do not take advantage of or exploit teenagers.
H2.1: Marketers shall not portray sexual behaviour or violence that is inconsistent with community or industry standards.
H2.2: Marketers acknowledge that some marketing techniques are not appropriate when marketing to teenagers.
H2.3: Marketers shall respect the parent/guardian-teenager relationship and shall not encourage the teenager to exclude parents or guardians from a purchase decision
H2.4 Soliciting information from teenagers:
- Marketers shall not use or collect household or personal information from teenagers as a means to gain entry into that teenager's household.
- Marketers shall not solicit information about a third party from a teenager.
H3 Definitions: This section contains definitions for the categories of information that can be collected, used and disclosed with the corresponding types of consent and the teenager's age.
This provision enables marketers to establish communication with teenagers in defined stages, according to: the sensitivity or type of information; the teenager's age; and, the nature of the consent to be provided.
Marketers are reminded that applicable privacy legislation must be respected, including:
- Fully and accurately describing the intended use of the personal information before or at the time of collection; and,
- Obtaining the appropriate form of consent for collection, use and disclosure of information that will identify an individual.
This information should be prominently displayed in marketing materials and on website privacy policies.
H3.1 Contact Information: For the purpose of this Code of Ethics and Standards of Practice, the term Contact information refers solely to the teenager's:
- Home address
- E-mail address
- Home telephone number
- Mobile phone number
H3.2 Personal Information: For the purpose of this Code of Ethics and Standards of Practice, the term Personal Information refers generally to any information other than the individual teenager's Contact Information (see clause H3.1), which identifies that individual.
H4.1 Teenager under 16: Marketers may collect and use a teenager's Contact Information (see Clause H3.1) with the teenager's express consent.
Marketers must obtain the express consent of the parent or guardian prior to the disclosure of a teenager's Contact Information to a third party.
Marketers must obtain the express consent of the parent or guardian for the collection, use or disclosure of a teenager's Personal Information (see Clause H3.2)
H4.2 Teenager 16 and over: Marketers must obtain the express consent from the teenager for the collection, use and disclosure of their Contact and Personal Information (see Clauses H3.1 and H3.2).
H4.3 Withdrawal of consent:
- Marketers shall provide teenagers with an easy means to withdraw consent and to end a marketing relationship.
- Where the teenager, parent or guardian withdraws or declines permission to collect, use or disclose a teenager's information, marketers shall immediately delete all such information from their database.
H5 Exposure to Children: When marketing to teenagers, marketers are strongly cautioned that children may be exposed to these communications and in such cases, these interactions with children are governed by the guidelines concerning consent under Marketing to Children G3.
H6 Credulity: Marketing to teenagers shall not unduly exploit teenagers' impressionability, or susceptibility to peer or social pressures. Marketers shall not imply that possession or use of a product or service will make its owner superior to others, or that without it the individual will be open to ridicule or contempt.
H7 Age-Appropriate Language: In addition to the established provisions in Section B 'Accuracy of Representation,' marketers shall use language that is age-appropriate and easy to understand when marketing to teenagers.
H8 Commercial Transactions: Marketers shall be aware that transactions with teenagers may not be legally enforceable against the teenager, or his or her parent or guardian.
I. Protection of the Environment
I1 Environmental Responsibility: Marketers recognize and acknowledge a continuing responsibility to manage their businesses to minimize environmental impact.
This responsibility shall include: use of targeted marketing techniques to improve mail efficiency; the use of recycled papers and environmentally benign inks and other materials; use of materials recycling programs; and, the active encouragement of environmental responsibility among members of the business community.
In addition, marketers shall use the CMA1s Do Not Mail program to reduce unwanted mailings, and thereby reduce wasted materials.
I2 Three Rs: Marketers shall incorporate the "Three Rs" of environmental responsibility in the operation of their businesses. More specifically, to:
- Reduce material use;
- Reuse materials; and,
- Recycle materials.
J. Protection of Personal Privacy
Privacy: All marketers shall recognize and abide by the seven principles of personal privacy adopted by the Canadian Marketing Association:
Principle #1: Giving Consumers Control of How Information About Them is Used
1.1 Customers must be provided with a meaningful opportunity to decline to have their name or other personal information used for further marketing purposes by the organization or by a third party. Such opportunity must be easy to see, easy to understand and easy to execute, and provide sufficient information to allow a reasonable person to make an informed decision.
Notwithstanding clause 1.1, an organization may market to its existing customers goods and/or services directly related to the customer's original transaction.
1.2 This opportunity must be repeated every three years, at a minimum.
1.3 In addition to the above, the marketer must remove the consumer's name from all internal marketing lists or lists for rental to a third party at the request of the consumer at any time, i.e. all member companies of CMA must maintain internal suppression lists for all media employed by the marketer.
1.4 CMA member companies are strongly encouraged to adopt a list rental policy which restricts rental of information to companies which agree to comply with this policy.
Principle #2: Providing Consumers with the Right of Access to Information
2.1 The industry endorses the right of the consumer to know the source of his/her name used in any information-based marketing program. Marketers must make all reasonable efforts to provide this information to the consumer on request.
2.2 Additionally, consumers have the right to know what information is held in their customer files and the right to question and request correction of any erroneous information. Marketers must make all reasonable efforts to provide this information to the consumer on request. In the case of disputes between consumers and marketers, CMA will act as mediator and may require that marketers adjust data or annotate customer files.
Principle #3: Enabling Consumers to Reduce the Amount of Mail They Receive All CMA members must use the Do Not Mail/Do Not Call service of the Association when conducting a campaign in order to delete the name of any consumer, other than a current customer, who has requested that he or she be removed from mail and telemarketing lists. A current customer relationship is defined as a relationship based on a consumer's donation, purchase, rental, lease, or other participation in an organization or supplier's provision of goods or services, or activity directly related to that transaction, within 18 months preceding a telemarketing call; Or, a relationship based on a consumer's inquiry or application or the response to such an inquiry or application related to an organization or supplier's goods or services, and which exists for six months starting from the date the consumer makes the inquiry or application or receives servicing, whichever is later.
Principle #4: Controlling the Use of Information by Third Parties
The purposes for which information is collected shall be identified by the organization at or before the time the information is collected.
The collection of personal information shall be limited to that which is necessary for the purposes identified by the organization.
All those involved in the transfer, rental, sale or exchange of mailing lists must establish and agree upon the exact nature of the list's intended usage prior to permission being given to use the list or to transfer the information.
Principle #5: Safely Storing Information About Consumers
All those involved in the transfer, rental, sale or exchange of mailing lists must be responsible for the protection of list data and should take appropriate measures to ensure against unauthorized access, alteration or dissemination of list data. Those who have access to such data should agree in advance to use data only in an authorized manner.
Principle #6: Respecting Confidential and Sensitive Information
All list owners and users must be protective of the consumer's right to privacy and sensitive to the information collected on lists and subsequently considered for use, transfer, rental or sale.
Where a use of personal information that a reasonable person would consider to be sensitive and confidential has not been identified to the individual at the time of collection, then positive consent must be obtained prior to such further use of the personal information.
The industry recognizes that private personal data such as medical, financial and credit data must be protected by sectoral regulatory codes.
Principle #7: Enforcement
7.1 The Privacy Code is an integral part of the Association's "Code of Ethics and Standards of Practice" and will therefore be enforced in the same manner as the existing Code. Specifically, any complaints of violation by members e.g. from consumers or government bodies will initiate a process of review and hearings by CMA. Members found to be in violation of the Code will have the opportunity to correct their practices; if further complaints are proven justified, members will be expelled from the Association.
7.2 All CMA members must designate a staff manager to be responsible for adherence to the Principles of the Privacy Code.
The privacy provisions of the Code were developed in accordance with the privacy principles of the Organization for Economic Co-operation and Development (OECD).
K. Enforcement Procedures for the Standards Of Practice
K1 Upon receipt of information that would indicate a violation of the criminal laws of Canada, the Association will promptly forward such information to the appropriate authorities and the organization concerned.
K2 Upon receipt of a customer complaint regarding violation of this Code, whether regarding a member or a non-member, the Association will contact the company and use its mediation procedures to attempt to resolve the consumer complaint.
K3 If no response is received within 30 days to the Association's inquiry, or the company fails to satisfy the consumer complaint within 90 days, the President will write to the company and ask for its compliance with the Code of Ethics and Standards of Practice if he is satisfied that a violation has occurred.
K4 If the President is not satisfied that the company has made best efforts to comply with the Code of Ethics and Standards of Practice or is satisfied that there is a pattern of non-compliance, he shall:
Strike a committee of members and a representative of a consumer group to investigate the conduct of the company; or
File a report with the Board of Directors, with or without the committee's report, with a recommendation for further action and an explanation of why no committee was formed pursuant to K4(a).
K5.1 Upon receipt of the President's report, in the case of a member company the Board of Directors shall:
Order further investigation; or
Hold a special meeting with the attendance of the member complained about and subsequently:
Expel the member and make a broad public announcement that it has done so; or
Determine that no further action is appropriate.
K5.2 Upon receipt of the President's report, in the case of a non-member company the Board of Directors may, after a fair hearing, make a broad public announcement of the facts found by the President's or the committee's investigation.
K6 Where the Board of Directors, after a fair hearing, is satisfied that there has been a pattern of willful non-compliance with the Code of Ethics and Standards of Practice of the Association, the Board shall expel the company from membership in the Association and make a broad public announcement that it has done so.
K7 In cases that are urgent or otherwise constitute flagrant or egregious violation of the Code by a member or non-member, after communication with the offending organization the President may report directly to the Board with a recommendation for action. The Board shall take such action as it deems appropriate after providing an opportunity for the offending company to respond.
L. CMA Vision Statement
The Canadian Marketing Association will be the pre-eminent marketing association in Canada representing the integration and convergence of all marketing disciplines, channels and technologies.
The Association will accomplish this by being a broad-based, well-funded organization that is the leading:
- responsible manager of relevant public issues;
- provider of information and knowledge exchange; and
- facilitator of business opportunities.
To create an environment which fosters the responsible growth of information-based marketing in Canada.
Objectives of CMA:
1. To represent the interests of marketers on key issues;
To take a leadership role in identifying, planning for and reacting to issues affecting marketing in Canada;
To influence and shape policy initiatives which impact marketing, through education of government, media and the public;
To establish and promote standards of practice for marketing and to take an active role in ensuring compliance (e.g. CMA will enforce its Code of Ethics and CMA will act as a conduit of information to regulatory bodies);
To promote integrity and high standards of business conduct among our members in the interests of consumers;
To be a major source of education and skills development (e.g. gathering and maintenance of statistics, resource centre, seminars and conventions); and,
To provide opportunities for members to meet, network, exchange information and do business together.