"Maple washing" and "maple glazing" are
buzzwords gaining traction online and in the news, reflecting a
rise in Canadian-inspired marketing of a wide variety of goods and
services across the country.
While advertising campaigns that harness Canadian spirit can be
particularly effective, so-called maple glazing can lead to some
sticky legal issues if it is not done carefully.
Both the Competition Bureau (the "Bureau")
and Ad Standards Canada have published guidance
and advisories about the use of Canadian-inspired representations
and depictions in marketing goods and services.
This article explains how brand owners may approach their next
Canadian-inspired marketing strategy to ensure compliance with
Canadian regulatory standards, including the Competition
Act, the Bureau's guidance, the Canadian Code of
Advertising Standards and the Canadian Food Inspection Agency
guidelines.
