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Influencer Marketing Steering Committee Disclosure Guidelines 

Ad Standards, in collaboration with an industry panel of influencer marketing companies, presents these Disclosure Guidelines to illustrate industry best practices. The guidelines that follow are meant to educate the influencer marketing industry about their disclosure obligations and to provide a practical framework for providing disclosure.


The Disclosure Guidelines apply to anyone involved in influencer marketing practices.

These guidelines do not replace or supersede regulatory requirements on influencer marketing that exist in certain sectors.

Further, the disclosure best practices that follow in this document do not constitute legal advice nor do they ensure compliance with the Canadian Code of Advertising Standards or the Competition Act on material connection disclosure; product performance representation not based on adequate and proper tests; nor false or misleading representations. The full context of any communication must always be considered to determine what may be required.

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