What You Should Know About Marketing, Advertising and The Law

This comprehensive, no-nonsense reference delivers the expertise of two of Canada’s leading advertising and marketing lawyers. With this authoritative guide to the law which covers the legal pitfalls and potential problem areas in marketing and advertising programs, why would you look anywhere else?

Features and Benefits

• Written in plain language – accessible to both novice and seasoned professionals
• Explains current law, regulatory codes and practice for all provinces/territories and for federally regulated sectors
• Outlines commonly used marketing channels and techniques – make sure you explore all possible marketing strategies
• Identifies common pitfalls and potential problem areas in certain industries – check out the limits and boundaries when promoting particular products or services
• Provides a wide variety of real world examples to illustrate practical points – get a glimpse of both good and bad advertising and marketing practices
• Highlights best practices and underlines important “do’s and don’ts” – take advantage of ready-to-be adapted checklists for brainstorming advertising and marketing ideas

Plus helpful instructions on:

• Uniquely Canadian issues
• Special rules for marketing in Quebec
• Dealing with talent
• Unauthorized use of celebrities
• Internet and Web advertising
• Marketing to children

Highlights of the Third Edition

• Discussion of recent changes to:
  • Advertising Standards Canada’s trade dispute procedure
  • Regulation of natural health products sold in a food format
  • Alcohol advertising
  • The voluntary national automobile advertising guidelines
  • Use of English-only trade-marks in Quebec
• Discussion of important issues such as:
  • The drastic increase in civil penalties for misleading advertising
  • The recently proposed legislation for mandatory allergen labelling
  • Made in Canada/Product of Canada claims
  • Organic claims
  • New contest/promotion issues
  • Regulation of gift cards
• New chapters on:
  • Green marketing
  • Immigration issues in advertising and marketing
  • User-generated content
  • Worst case scenarios

Who Should Buy

• Marketing and advertising agencies who need to understand the limits placed on their efforts by the law
• Corporate counsel who are required to check on the legality of the many marketing and promotion ideas of their employers
• Media, entertainment and communications lawyers called upon to advise clients on a variety of advertising and marketing issues