Agenda
Day 1 — Main Conference
January 28, 2027
Registration & Continental Breakfast
Kelly HarrisPrincipalHarris + Co
Pei LiRegulatory and Marketing LawyerBlake, Cassels & Graydon LLP
Pavan VirdeeMarketing and Advertising Counsel & Data Protection OfficerUnilever Canada
Canadian Advertising and Marketing Law: Year in Review
Conference Co-Chairs formally open Day One and set the stage for the day’s programming with a round table discussion on Canadian Ad Law and Regulatory Review looking at the top developments and challenges since last year’s conference.
Rene BissionnettePartnerGowlings WLG
Sarnia DebrosseHead of Legal AffairsBeiersdorf Canada
Generative AI is reshaping advertising and marketing, powering content creation, personalization, customer engagement, and operational efficiency. But alongside new opportunities come increasing legal, regulatory, intellectual property, and reputational risks.
This session offers a practical guide to using AI responsibly. Explore emerging regulatory developments, assess risks related to AI-generated content and synthetic media, and learn how to build governance frameworks that support innovation while protecting brands, consumers, and organizations from compliance and enforcement challenges.
Topics of Discussion:
- Assessing the opportunities and risks associated with using generative AI in advertising and marketing campaigns
- Identifying key copyright, licensing, and intellectual property issues arising from AI-generated content
- Evaluating regulatory and legal risks related to deepfakes, synthetic media, disclosure obligations, and misleading advertising claims
- Designing practical governance frameworks, policies, and oversight mechanisms to support responsible AI use within their organizations
- Implementing compliance strategies that balance innovation, consumer trust, and regulatory expectations in an evolving AI landscape
Canada’s digital regulatory landscape is undergoing significant change as governments respond to growing concerns around online safety, platform accountability, privacy protection, artificial intelligence, and digital market conduct.
For advertisers, marketers, platforms, and brands, these developments signal a new era of compliance obligations and regulatory scrutiny. Proposed reforms, including Bills C-34 and C-36, reflect a broader shift toward greater oversight of digital activities and heightened expectations for how organizations collect, use, and govern consumer information.
This session examines the evolving legislative and regulatory framework shaping Canada’s digital economy and its implications for advertising and marketing practices. Participants will gain practical insights into emerging compliance requirements, regulatory trends, and the operational challenges organizations face as they adapt to a rapidly changing digital environment. The discussion will explore how businesses can proactively manage risk while maintaining consumer trust, innovation, and competitive advantage.
Topics of Discussion:
- Understanding the objectives and potential implications of Bills C-34 and C-36 for advertisers, marketers, digital platforms, and brands
- Assessing evolving online safety, privacy, and platform accountability requirements and their impact on marketing activities
- Identifying emerging regulatory trends reshaping Canada’s digital compliance landscape and enforcement priorities
- Evaluating the operational and legal risks associated with digital advertising, consumer data use, and platform governance
- Developing practical compliance strategies to align marketing practices with evolving regulatory expectations while supporting business objectives
Networking Break
Keynote Address: Josephine Palumbo, Deputy Commissioner, Competition Bureau of Canada
Daniel EdmonstoneCo-Lead-Advertising GroupMcMillan’s LLP
Lucas VersteeghCounselOsler, Harcourt & Hoskins LLP
Consumer protection laws are evolving rapidly across Canada as governments and regulators respond to growing concerns around digital commerce, pricing transparency, subscription practices, deceptive marketing, privacy, and consumer vulnerability. From sweeping legislative reforms in Ontario and British Columbia to Quebec’s continued leadership in consumer protection, businesses face an increasingly complex compliance landscape.
This session examines the latest developments, emerging enforcement priorities, and what advertisers, marketers, in-house counsel, and compliance professionals need to know to stay ahead of regulatory risk.
- Understanding the latest consumer protection reforms and regulatory developments across Canada
- Identifying emerging enforcement priorities affecting advertisers, marketers, and businesses
- Evaluating compliance risks associated with digital commerce, pricing transparency, subscription practices, and deceptive marketing
- Analyzing the implications of provincial developments in Ontario, British Columbia, Quebec, and other jurisdictions
- Developing proactive strategies for managing consumer protection compliance and mitigating regulatory risk
Networking Lunch
As economic nationalism, supply chain resilience, and consumer demand for locally sourced products continue to shape purchasing decisions, businesses are increasingly leveraging Canadian origin claims in their marketing. But with heightened scrutiny from regulators, competitors, and consumers, the risks of “Maplewashing” have never been higher. This session will examine the evolving rules governing “Made in Canada,” “Product of Canada,” and “Prepared in Canada” claims, recent Competition Bureau guidance and enforcement activity, and practical strategies for ensuring origin-based marketing remains accurate, substantiated, and compliant.
Topics of Discussion:
- Understanding the legal distinctions between Made in Canada, Product of Canada, and Prepared in Canada claims
- Discerning whether patriotic branding and domestic sourcing messaging cross into potential “Maplewashing”
- Exploring recent and emerging Competition Bureau guidance on origin and domestic content claims
- Examining enforcement trends, investigations, and challenges involving misleading origin representations
- Analyzing substantiation requirements and evidentiary expectations for Canadian content claims
- Managing origin claims in complex global supply chains and cross-border manufacturing arrangements
- Developing best practices for advertising, packaging, labelling, and digital marketing compliance
- Anticipating future developments driven by trade tensions, consumer expectations, and economic patriotism campaigns
As organizations increasingly integrate sustainability and circular economy principles into their business strategies, they face growing scrutiny from consumers, regulators, and investors regarding the accuracy and credibility of environmental claims. From recyclability and refillable packaging initiatives to extended producer responsibility programs and ESG communications, businesses must balance ambitious sustainability goals with evolving legal and regulatory requirements.
This session examines the legal, regulatory, and reputational considerations associated with sustainability marketing and circular economy initiatives. Attendees will gain practical guidance on substantiating environmental claims, minimizing greenwashing risk, navigating packaging and labelling requirements, and developing transparent communications that build consumer trust while supporting business objectives.
Topics of Discussion:
- Understanding the regulatory frameworks governing environmental claims, sustainability marketing, circular economy initiatives, and extended producer responsibility programs
- Identifying key greenwashing risks associated with ESG communications, packaging claims, recyclability representations, and environmental advertising
- Evaluating substantiation requirements for sustainability, recyclability, and other environmental claims to ensure compliance and credibility
- Analyzing emerging enforcement trends, consumer trust considerations, and reputational risks affecting brands and advertisers
- Navigating marketing and labelling requirements applicable to refillable packaging, product stewardship, and circular economy programs
- Developing transparent and compliant sustainability strategies that align with evolving regulatory expectations, consumer demands, and business goals
Networking Break
Evie BourasPartnerMcCarthy-Tetrault LLP
How do brands stay bold, relevant, and compliant in today’s rapidly evolving marketing landscape? Join legal and marketing leaders from Wealthsimple and Uber as they explore the intersection of influencer marketing, promotional contests, consumer data, and regulatory risk in Canada. As Open Banking and data-sharing frameworks reshape customer engagement, organizations must balance innovation, personalization, and growth with increasing expectations around transparency, consent, and consumer protection. Drawing on insights from advertising law experts Eugenia (Evie) Bouras and Pierre Savoie, alongside in-house perspectives from Melissa Morton and Angela Jackson, this session will deliver practical strategies for navigating Canada’s fast-changing advertising and marketing law landscape.
Topics of Discussion:
- Assessing the legal and regulatory risks associated with influencer marketing, endorsements, and creator partnerships in Canada.
- Identifying key compliance requirements governing contests, sweepstakes, referral programs, loyalty initiatives, and promotional campaigns.
- Evaluating how organizations such as Wealthsimple and Uber are adapting marketing strategies to address evolving consumer protection, privacy, and competition law requirements.
- Understanding the implications of Canada’s Consumer-Driven Banking (Open Banking) framework for customer acquisition, personalization, consent management, and responsible data use.
- Developing practical approaches for enabling innovative marketing campaigns while maintaining regulatory compliance and protecting brand reputation in a rapidly changing digital
Recent amendments to Canada’s Competition Act are reshaping the enforcement environment for deceptive marketing and competition law disputes. With expanded private access to the Competition Tribunal, broader opportunities for public interest participation, and the potential for increased litigation against businesses, advertisers, and dominant market players face a rapidly evolving risk landscape.
This session will examine how these reforms are expected to transform enforcement, explore early case developments, and provide practical guidance for managing litigation and compliance risks in an era of enhanced private enforcement.
Topics of Discussion:
- Assessing how expanded private access provisions are changing the competition law and advertising enforcement landscape in Canada
- Identifying circumstances in which competitors, consumers, advocacy organizations, and other parties may bring claims before the Competition Tribunal
- Evaluating litigation risks associated with deceptive marketing practices, including advertising, environmental, and performance claims
- Understanding the implications of recent abuse of dominance reforms and their potential impact on businesses with significant market power
- Developing proactive compliance and risk-management strategies in anticipation of increased private enforcement and a more active litigation environment
Adjournment & Networking Social
Day 2 — Main Conference
January 29, 2027
Registration & Networking Breakfast
Catherine BatePresident & CEOAd Standards
Yamina BennacerDirector, Standards (National)Ad Standards
Recent amendments to Canada’s Competition Act are reshaping the enforcement environment for deceptive marketing and competition law disputes. With expanded private access to the Competition Tribunal, broader opportunities for public interest participation, and the potential for increased litigation against businesses, advertisers, and dominant market players face a rapidly evolving risk landscape.
This session will examine how these reforms are expected to transform enforcement, explore early case developments, and provide practical guidance for managing litigation and compliance risks in an era of enhanced private enforcement.
Topics of Discussion:
- Assessing how expanded private access provisions are changing the competition law and advertising enforcement landscape in Canada
- Identifying circumstances in which competitors, consumers, advocacy organizations, and other parties may bring claims before the Competition Tribunal
- Evaluating litigation risks associated with deceptive marketing practices, including advertising, environmental, and performance claims
- Understanding the implications of recent abuse of dominance reforms and their potential impact on businesses with significant market power
- Developing proactive compliance and risk-management strategies in anticipation of increased private enforcement and a more active litigation environment
Break
Brian FraserFounder and PrincipalBrian Fraser Law
John SalloumPartner-Privacy and Data ManagementOsler, Hoskin & Harcourt LLP
As marketers gain access to increasingly sophisticated tools powered by artificial intelligence, consumer data, algorithmic decision-making, and influencer-driven engagement, organizations are facing heightened scrutiny from regulators, consumers, and stakeholders. Compliance alone is no longer enough. Businesses must also consider the ethical implications of how they collect and use data, deploy AI-generated content, engage vulnerable audiences, and influence consumer behaviour.
This session explores the evolving ethical standards shaping modern marketing practices and examines how organizations can build governance frameworks that promote transparency, accountability, consumer trust, and responsible innovation.
Topics of Discussion:
- Understanding emerging ethical considerations surrounding AI, consumer data collection, profiling, and algorithmic decision-making
- Identifying risks associated with AI-generated endorsements, influencer marketing practices, and engagement with vulnerable audiences
- Evaluating the balance between personalization, transparency, and potential consumer manipulation in modern marketing strategies
- Analyzing governance challenges related to data ownership, consumer autonomy, and responsible marketing practices
- Developing ethical marketing frameworks that support innovation while fostering consumer trust, accountability, and regulatory preparedness
Privacy reform, evolving consent requirements, and the continued decline of third-party cookies are fundamentally reshaping the digital advertising ecosystem. Organizations are under increasing pressure to balance personalized marketing with heightened regulatory expectations, consumer privacy concerns, and complex data governance obligations. As regulators focus more closely on tracking, profiling, and the use of sensitive information, advertisers must rethink how they collect, manage, and activate consumer data. This session explores the future of data-driven marketing, emerging privacy compliance challenges, and practical strategies for delivering effective advertising campaigns while maintaining consumer trust and meeting evolving legal requirements.
Topics of Discussion:
- Understanding the impact of privacy law reform and evolving regulatory requirements on advertising and marketing practices
- Evaluating consent management strategies and their role in supporting compliant data collection and use
- Analyzing the opportunities and challenges associated with cookieless advertising and alternative targeting approaches
- Assessing compliance risks related to tracking, profiling, adtech ecosystems, and the use of sensitive consumer information
- Developing responsible and effective data-driven marketing strategies that balance personalization, compliance, and consumer trust
Networking Luncheon
Loyalty programs and subscription-based business models—which at their core are modes of advertising and marketing- continue to drive customer engagement, recurring revenue, and long-term brand loyalty. However, increasing regulatory scrutiny of auto-renewal practices, consumer disclosures, pricing transparency, and data collection is creating new compliance challenges for organizations. As consumer protection laws evolve across Canada, businesses must ensure that loyalty and subscription offerings are designed with transparency, fairness, and consumer trust in mind.
This session examines emerging legal and regulatory developments affecting loyalty, membership, and subscription programs, while providing practical guidance for balancing customer retention strategies with compliance obligations and evolving consumer expectations.
Topics of Discussion:
- Understanding the legal and regulatory requirements governing loyalty, membership, and subscription-based programs
- Evaluating compliance risks associated with auto-renewal provisions, subscription marketing, and consumer disclosures
- Analyzing the role of transparency and consumer expectations in program design and customer retention strategies
- Assessing data collection, usage, and privacy considerations within loyalty and subscription ecosystems
- Developing compliant and consumer-centric loyalty and subscription programs that enhance engagement while reducing legal and reputational risk
FOCUS ON PRICING
Pricing and Advertising: Dynamic Pricing, Algorithmic Pricing, and Consumer Fairness
Artificial intelligence and advanced analytics are transforming how organizations set prices, personalize offers, and respond to market conditions in real time. While dynamic and algorithmic pricing can enhance efficiency and profitability, these practices are drawing increasing scrutiny from regulators concerned about transparency, fairness, competition, and the use of consumer data. As surveillance-based business models become more prevalent, organizations must carefully assess the legal, ethical, and reputational implications of personalized pricing strategies.
This session explores emerging regulatory approaches to algorithmic pricing, examines competition and consumer protection considerations, and provides practical guidance for balancing innovation with compliance and consumer trust.
Topics of Discussion:
- Understanding the legal and regulatory challenges associated with dynamic, personalized, and algorithmic pricing models
- Evaluating competition law risks arising from AI-driven pricing practices and automated decision-making systems
- Analyzing consumer fairness concerns related to surveillance pricing and personalized offers
- Assessing the role of personal data in pricing strategies and the corresponding privacy and compliance obligations
- Developing pricing governance and compliance strategies that support innovation while maintaining transparency, fairness, and consumer trust
Regulators are taking a broader and more aggressive approach to pricing claims enforcement. What began with a focus on drip pricing has expanded to include strike-through pricing, discount and savings claims, promotional offers, and other e-commerce marketing practices. As the Competition Bureau of Canada and private litigants increase their scrutiny of pricing representations, organizations must ensure that promotional claims are transparent, accurate, and properly substantiated.
This session examines the latest enforcement trends, emerging compliance risks, and practical strategies for developing pricing and promotional campaigns that withstand regulatory scrutiny and reduce litigation exposure.
Topics of Discussion:
- Understanding the legal and regulatory requirements governing price claims, discounts, and promotional marketing practices
- Evaluating compliance risks associated with strike-through pricing, savings claims, and comparative pricing representations
- Analyzing recent enforcement trends and enforcement priorities affecting e-commerce and retail marketing
- Assessing the growing risk of consumer class actions and litigation arising from pricing-related claims
- Developing compliant pricing and promotional strategies that enhance consumer trust while minimizing regulatory and litigation risk
Break
Governments and regulators across Canada and internationally are placing greater emphasis on protecting children and young people in digital environments. As concerns grow regarding online safety, data collection practices, targeted advertising, gaming platforms, social media, and influencer marketing, organizations face increasing regulatory scrutiny and evolving compliance obligations. From heightened privacy protections to advertising restrictions aimed at vulnerable audiences, businesses must carefully navigate a rapidly changing legal landscape. This session examines emerging regulatory developments, enforcement trends, and practical strategies for responsibly engaging young consumers while maintaining compliance, consumer trust, and brand integrity.
Topics of Discussion:
- Understanding the legal and regulatory frameworks governing advertising and marketing directed at children and young people
- Evaluating privacy, consent, and data protection obligations relating to youth audiences and sensitive information
- Analyzing online safety requirements and compliance considerations across social media, gaming platforms, and virtual environments
- Assessing the impact of Quebec’s advertising restrictions and emerging regulatory approaches to protecting young consumers
- Developing responsible marketing practices that effectively engage youth audiences while minimizing legal, regulatory, and reputational risk