The largest marketing association in Canada today announced new directives for its members who engage in marketing to children. The amendments will come into effect on April 1, 1999. The new guidelines define the age of a child, raise the level of privacy protection for children and provide marketers with direction in the areas of marketing language and commercial transactions.
Responsible marketers are aware of the sensitive issues surrounding marketing to children.
In developing these new standards, we consulted with many member companies and our international partners, and obtained the views of advocacy groups with expertise in children's issues. For the purposes of the amended CMA Code, a child is defined as someone under the age of 13. The new CMA guidelines will recognize the fundamental role of a child's parent or guardian when marketing to children. This amendment raises the level of privacy protection for children beyond the current provisions contained in the CMA's Privacy Code, which is mandatory for CMA members. The amended Code also indicates that language used in marketing directed to children must be clear and simple, and must take into account a child's inexperience and credulity.