Influencer marketing, Made in Canada claims and savings claims: a Competition Bureau perspective

News release

Bureau releases Deceptive Marketing Practices Digest Volume 4

June 5, 2018 – OTTAWA, ON – Competition Bureau

From catchy radio jingles, to flash mobs, it is easy to see that advertising is in a constant state of evolution. But certain things never change: consumers must be provided with clear and accurate information.

In its fourth edition of the Deceptive Marketing Practices Digest, the Competition Bureau provides guidance and advice to marketing professionals, businesses and social influencers about their responsibilities and the risks associated with three marketing practices: influencer marketing, “Made in Canada” claims and savings claims.

Influencer marketing is becoming increasingly popular. Influencers are online personalities who share opinions and advice about products or services. Consumers trust these influencers to provide genuine and impartial opinions. In this Digest, the Bureau explains the legal obligations and responsibilities of the influencers and the advertisers who support them.

This volume also explores “Made in Canada” claims in the context of globalized manufacturing processes. It highlights the risks of making exciting savings claims without having a proper system to ensure that they are based on actual regular prices.

Advertisers and influencers can avoid costly marketing mishaps by ensuring that the representations they make to the public are truthful and are presented in a way that does not mislead or deceive consumers.  


Quick facts

  • The Digest is published periodically on the Bureau’s website. It provides consumers and businesses with information about advertising and marketing from the Bureau’s perspective. It promotes a better understanding of the Competition Act and other legislation enforced by the Bureau.

  • The Bureau is committed to providing consumers and businesses with helpful and timely information that will allow them to make informed decisions.

  • The Competition Act includes provisions that prohibit misleading advertising and deceptive marketing practices.

  • Ensuring truth in advertising in Canada’s digital economy is a priority for the Bureau.

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The Competition Bureau, as an independent law enforcement agency, ensures that Canadian businesses and consumers prosper in a competitive and innovative marketplace.


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