“The issues of transparency and accountability are in the forefront for many Canadians – our customers,” said Amanda Maltby, CMA Privacy and Data Advisory Committee’s Chair and General Manager, Compliance and Chief Privacy Officer at Canada Post. “In addition to providing insights into consumer data privacy attitudes and behaviours, the survey reveals customer expectations about how we need to interact with them. Consumers tell us they are indeed interested in privacy information, but that it needs to be provided to them in a user-friendly way.”

Suzanne Morin, the committee’s project lead and VP and Associate General Counsel, Québec and Enterprise Chief Privacy Officer at Sun Life Financial, stated that “the results provide valuable input for our committee to develop best practice guidance for marketers to better communicate about data use and privacy. A layered approach that gives consumers key information with the option to go deeper, for example, a short and mobile friendly ‘label’ that can be taken in with a glance. The goal is to provide privacy information that demystifies data use and draws attention to what Canadians value most – it’s time for Transparency 2.0.”

The report is based on an online survey of 2,000 adults aged 18+ and was conducted by Toronto research firm Environics Research. It was created to offer insights into the awareness and perceptions that surround privacy in Canada.

To view more findings from the survey, please visit https://www.the-cma.org/regulatory/privacy

Learn more about the Canadian Marketing Association

For further information:
Tim Bishop, Vice President of Marketing & Member Engagement, Canadian Marketing Association, tbishop@theCMA.ca, 416.420.9420, theCMA.ca