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CMA releases Guide to Transparency

The Toronto-based Canadian Marketing Association has released a publication called the CMA Guide to Transparency for Consumers. The publication provides guidance to organizations seeking to address recent findings of the Office of the Privacy Commissioner. It is based on two research studies conducted by the association last year.

The publication suggests an approach based on a shared responsibility for privacy between individuals, organizations and regulators. The guidelines recommend that personal information be layered so that consumers can select a level of detail of their choice. It also suggests that information be tailored to the medium and the audience, including an easily-read privacy label.

“There has been a high level of interest in this guide since we released it to our members in January,” said John Wiltshire, president and CEO of the CMA. “It is important to share this information with all Canadian marketers so that they can make it easier for consumers not only to know more about how their personal information is being used, but also to have more choice and control. Consumers have told us that they want organizations to work with consumers and with government, to protect their privacy. We will continue to collaborate with government and other stakeholders to contribute to a balanced environment where consumers are respected and businesses can thrive.”

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