As “Made in Canada” becomes a powerful marketing tool in the era of consumer nationalism and supply chain scrutiny, regulators, manufacturers, and retailers face growing pressure to clarify and comply with origin claims. Join this session to explore the Competition Bureau and Ad Standards guidance, and the challenges of applying national claims to globally sourced products.

• Defining the existing thresholds for “Made in Canada” and “Product of Canada” claims
• Differentiating how the Competition Bureau, and Ad Standards each approach origin claims and their enforcement authority
• Analyzing Ad Standards’ latest advisories on acceptable claims, qualifying statements (e.g., “imported ingredients”), and examples of misleading practices
• Demystifying notable controversies—such as Canadian-labeled cereals made entirely in the U.S., or supplements with Canadian labor but global inputs
• Examining industry responses and what legal defenses have (or haven’t) worked in complaints and enforcement actions
• Planning for complaints and public scrutiny—who handles enforcement, and what legal approaches are most defensible?
• Reviewing legal responsibilities around self-certification of origin and audit readiness