We feel confident that if adopted, the amendments would serve to enhance an already effective legislative framework. We are, however, concerned with certain provisions which appear to unduly and unnecessarily restrict access to the use of certain publicly available information. In order to appreciate our concerns regarding these proposed amendments, it is important to bear in mind the nature of our industry's activities. Recent demographic shifts in Canada and Quebec have resulted in a different, sometimes more sophisticated consumer. The growth of families with two working parents, single parent families and an aging population has meant that more individuals want to be able to shop from home using a variety of media.
Consumers expect tailored packages, convenience, and good customer service.
Marketers want to meet and respond to these expectations but in order to do so, they need a certain amount of customized information. As a result, business is expanding the collection and use of customer information in order to identify and reach new clients, maintain existing relationships, pursue new opportunities and respond more quickly to demands for goods and services. It is important to point out that contrary to some commonly held beliefs, marketers do not build individual consumer files. This is not helpful for marketing purposes and is very cost-prohibitive. Information-based marketers recognize that consumer confidence is of paramount importance and privacy guidelines and transparent information practices are the foundation of their continued success.