Year in review: CMA advocacy and standards initiatives

2025 marked a transformative year for marketing in Canada, with CMA positioning our profession not just to adapt to change, but to drive it. As the year ends, get caught up with how we delivered for marketers across the country.

Canada’s AI marketing revolution

Artificial intelligence has never been more critical to Canada's economic competitiveness, and CMA positioned the marketing profession at the forefront of this transformation. With 75% of CMA members using generative AI tools weekly, marketers emerged as one of Canada's most intensive adopters of AI technologies, uniquely positioning our sector to model responsible AI practices for the broader Canadian economy.

Our submission on Canada's Next AI Strategy emphasized that strategic investments in AI workforce readiness, data sovereignty frameworks, and innovation incentives are essential to positioning Canada as a global leader in the AI-driven economy. Our advocacy in this area is grounded in real-world experience from Canadian marketers leveraging AI to enhance productivity, drive innovation, and remain competitive in an increasingly digital global marketplace.

CMA didn't just advocate for AI adoption, we led by example. Our established framework for responsible AI includes principles now embedded within the Canadian Marketing Code of Ethics and Standards. We released the CMA Guide on AI for Marketing, which we developed in collaboration with the globally renowned Vector Institute. We published 35 AI Mastery Series playbooks.

The CMA advocated on how AI tools would be regulated in competitive markets. Our submission to the Competition Bureau on algorithmic pricing highlighted the procompetitive benefits of AI-driven pricing, particularly for small and medium-sized businesses.

We emphasized that when implemented responsibly, algorithmic pricing enables real-time responses to market conditions, supports innovation, and enhances value for consumers while recommending that enforcement focus on genuinely anti-competitive behaviour rather than restricting legitimate AI pricing tools.

Our AI thought leadership was supported by fundamental updates to our professional standards.

Canadian Marketing Code of Ethics and Standards

The Code clarifications and update this year included responsible use of AI principles, and addressed the following topics:

• Enhanced consent requirements and transparency for data collection and youth privacy.
• Revised agency search principles focusing on RFP processes and service provider responsibilities.
• New environmental responsibility considerations including eco-friendly materials and targeted marketing techniques.

Canada's marketing workforce

The CMA's submission to the federal Finance Committee ahead of Budget 2026 focused on strengthening Canada's workforce. We recommended continued federal investment in the Upskilling for Industry Initiative, specifically prioritizing high-growth sectors like marketing. The success of the Digital Marketing Skills Canada (DMSC) program demonstrates the strong value of government investment in marketing education.

Child protection in marketing

Our comments to the Office of the Privacy Commissioner's exploratory consultation on a children’s privacy code builds on the CMA’s decades of leadership protecting children and youth. We support a risk-based, practical framework that upholds key privacy principles like data minimization and proportionality.

Direct mail's future

Our submission to the Industrial Inquiry Commission on Canada Post emphasized direct mail's unparalleled reach and strong effectiveness. We called for the operational flexibility Canada Post needs to modernize without abandoning core services that keep Canadian businesses connected to their customers.

Environmental claims guidelines

CMA's response to the Competition Bureau's new environmental claims guidelines balanced the need for clear regulatory guardrails with practical business realities, advocating for standards that prevent false claims while ensuring businesses can effectively communicate genuine environmental initiatives without facing unreasonably high testing barriers that would inhibit innovation and competitiveness.

Digital services tax

The CMA actively advocated for the government to revoke the DST.

Essential guidance

The CMA continued to serve as the trusted source of practical guidance, helping Canadian marketers navigate an increasingly complex regulatory and technological landscape with confidence and clarity.

Member-exclusive resources included comprehensive guides on navigating marketing rules for NFPs and charities, privacy compliance for marketers, and digital accessibility standards. These provided the specialized knowledge marketing professionals need to excel in their roles.

Committee thought leadership on marketing talent, adtech, and AI kept members ahead of emerging trends, while our practical guidance helped marketers navigate everything from requirements to the terms "Made in Canada" versus "Product of Canada" to influencer marketing contract essentials and fraud prevention strategies.

Looking ahead

Are you ready to lead in 2026? Explore resources and insights at thecma.ca.