Canadian
Marketing Association
Code of Ethics and Standards of Practice
Section on Marketing to Children
NOTE: This section courtesy of the Canadian Marketing
Association. It is part of a larger code and must be taken
in that context. To see the entire code, visit:http://www.the-cma.org/.
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:In addition to the established
provisions of this Code in Section B Accuracy of
Representation, 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.
NOTE: This section courtesy of the Canadian Marketing
Association. It is part of a larger code and must be taken
in that context. To see the entire code, visit:http://www.the-cma.org/.
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