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ARTICLE · 27 NOVEMBER 2025

Image de marque fondée sur l'identité canadienne : qu'est-ce que ça implique vraiment?

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L'« érablanchement' » (en anglais « maple washing » et « maple glazing ») est un concept qui fait fureur à l'heure actuelle et qui gagne en popularité en ligne et dans les médias :

CanadaIntellectual Property
Alexandra Johnson Dingee
Alexandra Johnson Dingee
Jamie-Lynn Kraft
Jamie-Lynn Kraft
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L'« érablanchement' » (en anglais « maple washing » et « maple glazing ») est un concept qui fait fureur à l'heure actuelle et qui gagne en popularité en ligne et dans les médias : une tendance qui démontre la montée du marketing misant sur l'identité canadienne pour un éventail de produits et de services offerts au pays.

Bien que les campagnes publicitaires qui mettent l'identité canadienne de l'avant semblent connaître beaucoup de succès, une telle approche pourrait entraîner des problèmes juridiques considérables si elle n'est pas mise en Suvre correctement.

Le Bureau de la concurrence (le « Bureau ») et les Normes de la publicité du Canada ont tous deux publié des lignes directrices et des avis sur l'emploi d'indications et de représentations relatives au Canada pour commercialiser des produits et des services.

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The preceding is intended as a timely update on Canadian intellectual property and technology law. The content is informational only and does not constitute legal or professional advice. To obtain such advice, please communicate with our offices directly.

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