| Abstract: |
The digital world operates differently from the old world of print media.
Notably, online advertising and purchasing are performed in a fast paced and
interactive process. When purchasing online, the first screen a consumer sees
is similar to the print advertisements of old. However, unlike print
advertising, the first digital screen gives way to an interactive process as
the consumer clicks through pages to complete their online transaction. The
Organisation for Economic Co-operation and Development (OECD) has observed
that "trust is essential in situations where uncertainty and interdependence
exist." Existing laws that govern misleading and deceptive advertising must be
adapted to the new digital world. Consumers need to have trust that the prices
they see online are the prices they will actually pay as they click through to
complete their transaction. In recognition of the importance of digital
platforms, and the high levels of trust consumers place in the digital world,
governments are beginning to develop regulations specific to the digital
world. Additionally, and more than ever, regulators such as the Canadian
Competition Bureau are responding to evolving challenges in the digital
economy. In particular, the Bureau's Deceptive Marketing Practices Directorate
has committed to investigating misleading representations made online to
foster a transparent digital economy in line with consumer protection... |