BBB has released an amendment to our Code of Advertising, impacting advertising, marketing, and public relations to align with new enforcement policies by the Competition Bureau. As of October 25, 2016, we are implementing a clause calling for clear labeling when the design, style, and functionality of commercial messages mimic editorial content.
The BBB Code of Advertising now has an additional section, #39, focused on native content. This new section offers some of the following guidelines:
The above principles will apply to all advertisers, large and small. BBBs across North America will begin enforcing the new section immediately. Businesses failing to comply with the new provisions may not qualify for BBB Accreditation and could face the possibility of a lower rating with BBB. The most egregious cases will be affected enough to merit an F.
Companies failing to make changes to questionable business practices may be referred to provincial or federal government agencies for enforcement.
For more information about Section #39 in BBB’s Code of Advertising, click here.
Review BBB’s full Code of Advertising here.