[adrotate group=”1″]
It was only a matter of time before the Government of Canada stepped in to make the safety of children a priority, and the law. Late yesterday afternoon, at a press conference in Ottawa, Bill C-34 was introduced.
Ottawa will establish a new regulatory body, the Canadian Digital Safety Commission (CDSC), to set, oversee, and enforce safety standards for both social media services and AI chatbots. The commission will operate independently and be led by members appointed by the Governor in Council, meaning the Governor General acting on the advice of cabinet. According to government officials, the CDSC will have the authority to issue orders, conduct inspections, and impose fines on companies of up to three percent of their global revenue or $10 million, whichever is higher.
The proposed bill introduces a range of potential restrictions on both social media platforms and artificial intelligence (AI) chatbots, and would also establish a new regulator responsible for online safety.
Households across the country will be affected as the new Bill takes effect, and the boardroom will change as well, since many brands rely heavily on audiences attracted to social media, including those under 16. Profectio caught up with Bruce Neve, President, True Media Canada, to hear his thoughts on Bill C-34 and its impact on marketers who are looking to advertise to audiences across Canada.
What is your first thought on hearing this?
Bruce - I was not surprised as this type of legislation is gaining traction around the world: established in Australia, with legislation in motion in France, Spain, Denmark, Turkey and others. My first thought was what took Canada so long, given provinces such as Manitoba were already ahead of the curve.
Impact on media buying and Impact on brands?
Bruce - Many categories target tweens, such as QSR, candy, soft drinks, and skincare, and will need to pivot or reallocate funds to other channels and/or target the household gatekeeper. YouTube will benefit, Disney +, Netflix, and Cinema.
What Impact will this have on kids under 16?
Bruce - My personal POV is that this is long overdue and can't come into effect soon enough with more and more fake news, AI content and a lack of social/digital media literacy training for youth -such as blocking and reporting toxic topics/people, critically analyzing content.
[adrotate banner=”6″]
