Although there are no marketing guidelines that specifically address online marketing to children in Canada, Section G of the Canadian Marketing Association's Code of Ethics & Standards of Practice does provide guidelines for marketing to children and teens.
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.
In addition:
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.
In addition:
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: 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.
