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CMA updates code of ethics

The Toronto-based Canadian Marketing Association has updated its code of ethics and standards of practice to include a set of agency search principles. These principles focus on the need for companies to clearly state a budget and the scope of an assignment at the start of a request-for-proposals process, including financial disclosures, limits on speculative work, non-disclosure rules and debriefing practices.

“Ensuring a fair and respectful process is important for everyone,” said Sara Clodman, vice-president of public affairs at the CMA. “Searches are all about matching an organization's marketing needs to its best agency partner, and the process should be designed to accomplish this.”

The association has also updated its code to include language specific to cannabis marketing, “environmental citizenship” and promotional contests.

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