Pinnacle Marketing Management Inc (Pinnacle) recognizes an obligation to the businesses we serve to practice the highest standards of honesty, truth, accuracy, fairness and professionalism.
Because of the nature of our business, this Code generally applies to business-to-business marketing, with specific exemptions for those practices identified as exclusively relating to consumer marketing.
If you feel that we are not abiding by these Code of Ethics, you should contact us immediately via telephone at (613) 828-6980 or via email firstname.lastname@example.org
Whether Pinnacle is advertising its own services or products, or representing a client, these principles will be adhered to:
Pinnacle will adhere to the following principles when employing specific media to communicate its own marketing messages.
A. Mobile and Web
Collection of electronic addresses (i.e. Email Addresses or Mobile Numbers): Pinnacle will identify the purpose for which an email address or mobile number is being requested prior to or at the time of collection, except where not required under Canada’s or USA’s Anti-Spam Laws.
Published Business Email Addresses: Published business email addresses must only be used for marketing communications relevant to the business of the email recipient, provided a statement does not accompany the published address indicating that the address is not to be used for the purpose of marketing communications.
Email Consent Pinnacle will not send email marketing communications without the express or implied consent of the recipient, unless otherwise exempt. Express consent must be obtained by way of positive action on behalf of the recipient. Consent may be implied as a result of an existing business or non-business relationship with the recipient, the disclosure or conspicuous publication of the email address or other prescribed means. Requests for consent must be compliant with the requirements of Canada’s and USA’s Anti-Spam Laws.
Consent For Text Messages Pinnacle will not knowingly send unsolicited text messages to wireless devices of either consumers or businesses without prior consent that is compliant with Canada’s and USA’s Anti-Spam Laws.
Internal Do Not Contact List At the request of a consumer or business, including a current customer, Pinnacle will promptly add email addresses and mobile numbers to an internal do not contact list and cease marketing to that email address or mobile number, and in any event in no longer than ten business days.
Email Marketing Identification Requirements and Unsubscribe Opportunity Every email message must clearly identify the person sending the message, or the business on whose behalf the message is being sent, and the mailing address and either a telephone number, email address or web address of the person sending the message or on whose behalf the message is sent.
Text (SMS) Marketing Identification Requirements and Unsubscribe Opportunity Every text message must clearly identify the person sending the message, or the business on whose behalf the message is being sent, and the mailing address and either a telephone number, email address or web address of the person sending the message or on whose behalf the message is sent. If it is not practicable to include this information in the message, Pinnacle must post this information to a page on its website that can be readily accessed by the recipient at no cost to them by way of a link that is clearly and prominently set out in the message.
Email Disclosure Pinnacle will not misrepresent the source of any message or use false or misleading “subject” lines in e-mail marketing communications. The subject line and body text in e-mail marketing communications must accurately reflect the content, origin and purpose of the communications.
Mobile and Web Disclosures Prior to a consumer streaming, attempting a downloading activity, or opting into a mobile marketing program, Pinnacle will provide the information necessary to allow consumers to make an informed decision (i.e. additional data charges, applications and other content). Disclosures must be accessible for a reasonable time following a transaction, and, at a minimum, during the ongoing provision of goods and services that result from the transaction.
Online Interest-based Advertising Online interest-based advertising, sometimes referred to as online behavioral advertising, refers to tracking consumers’ online activities over time in order to deliver advertisements that are relevant to individuals’ inferred interests. In advertising their goods or services through online interest-based advertising, Pinnacle may directly or indirectly make use of service providers that include communications agencies, ad networks and website publishers.
Pinnacle will also be guided by the following principles when using internet and app interest-based advertising:
- Transparency: When using online interest-based advertising Pinnacle should ensure, by contract where necessary, that they, and the ad networks and website publishers used to display interest-based ads on their behalf, exercise transparency about the collection, use, disclosure and retention of data concerning consumers’ online activities over time. Transparency means:
- openness and providing clear explanatory information about how browsing information is collected and what the information is used for and
- an easy means to draw consumers’ attention to that information; both in a manner consistent with accepted industry best practices.
- Consent: Pinnacle will take the appropriate steps to ensure that the ad networks and online publishers that are used to display interest-based ads on their behalf offer consumers a clear and easy to see, easy to understand and easy to execute means to opt-out from having their online activities over time tracked to support the delivery of interest-based ads. When using this type of advertising Pinnacle will ensure that they or their service providers use established industry best practices to provide notice of data collection, use, disclosure and retention for interest-based advertising, and that appropriate consent is being obtained from consumers.
Mobile and Web Contests Pinnacle will present all disclosures, terms and conditions of a contest in a manner that is clear, visible, easy to find, easy to read and easy to understand. Disclosures must be accessible for a reasonable time following a transaction, and, at a minimum, during the ongoing provision of goods and services that result from the transaction.
Accessibility Pinnacle will meet all legal requirements. Pinnacle will strive to meet the industry best practices like the W3C guidelines for the mobile web whenever that is feasible in operational and financial terms.
B. Direct Mail
Internal Do Not Contact List: At the request of a consumer or business, including a current customer, Pinnacle will promptly add names and addresses to an internal do not contact list and cease marketing to that current customer, consumer or business at that address. Names and addresses will be retained on the internal Do Not Contact List for three years.
Security: All electronic transfer of data should be password protected and encrypted.
C. Telephone and Fax
These standards of practice apply to commercial solicitation relating to the purchase of products or services, or requests for charitable donation conveyed by telephone voice communications (also known as telemarketing), or by means of telephone facsimile (also known as fax).
Calling and Faxing Hours: Pinnacle will limit the hours of outbound telemarketing or faxing to the hours of 9:00 a.m. to 9:30 p.m. weekdays and 10:00 a.m. to 6:00 p.m. Saturdays and Sundays. Restrictions refer to the time zone of the called party. Calling or faxing must not be undertaken on statutory holidays.
Use of National Do Not Call List: Pinnacle will use the National Do Not Call List when conduction a consumer telemarketing or fax campaign.
Internal Do Not Contact List: At the request of either a current customer or a consumer or business, Pinnacle will promptly add telephone or fax numbers to an internal do not contact list and cease marketing to the current customer, consumer or business at that telephone or fax number. Telephone and fax numbers must be retained on the internal do not contact list for three years.
Calls to Mobile Devices: Pinnacle will not knowingly call or send voice messages to wireless devices of either consumers or businesses without prior consent.
Unlisted Numbers: Pinnacle will not knowingly call any consumer or business who has an unlisted or unpublished telephone number, except where the telephone number was furnished by the consumer or business to that marketer, or by a third-party with the consumer’s consent.
Sequential Dialing: Pinnacle will not engage in sequential dialing.
Random Dialing: Pinnacle will not engage in random dialing other than to a list or public directory where it is possible to remove telephone and/or fax numbers that are on the National Do Not Call List and/or on a marketer’s internal do not contact list.
Unsolicited Fax Marketing: Pinnacle will not knowingly send unsolicited marketing communications by fax to consumers or businesses, except where the consumer or business is a current customer or has consented to receive such communications.
Fax Marketing Identification and Contact Information: Pinnacle will identify the marketer on behalf of whom the fax is being sent, including the telephone number, fax number and name and address of a responsible person to whom the faxed party can write.
Pinnacle will display the originating faxing number or an alternate number where the sender can be reached, except where number display is unavailable for technical reasons.
Fax Marketing Opt-Out: Pinnacle will provide an easy-to-see, easy-to-understand and easy-to-execute opt-out opportunity within each fax advertisement.
Telephone Identification and Contact Information: Pinnacle will identify themselves, the business or organization represented and the purposes of the call promptly at the beginning of each outbound telemarketing call.
- Upon request, Pinnacle will provide the marketer’s telephone number and the name and address of a responsible party to whom the called party can write.
- Pinnacle will not block Caller ID information, unless there is a significant technological impediment to providing this information to the consumer.
Voice Recording: Pinnacle will obey the laws concerning voice recording and they must advise consumers when recording a goods or services transaction.
Frequency: Pinnacle will not knowingly contact a consumer who is not already a current customer more frequently than once per month for the same product or service unless they have received consent to do so. Business-to-business marketing is exempt from this requirement, as prospect development often requires more frequent contact, calling a business office is less intrusive than calling a consumer at home and B2B marketing often involves contacting multiple individuals within the same company.
Use of Predictive Dialer Technology: Pinnacle will not use predictive dialer technology.
D. Magazines, Newspapers and Trade Press
Misrepresentation: Pinnacle will not employ text or design elements that mimic a publication’s editorial style unless the pages clearly and conspicuously contain the word “advertisement”, “advertising” or “advertorial”.
Sponsored Sections: Where “advertorial” formats are used, the sponsored section must be identified as such.
E. Broadcast, Including Direct Response Television and Infomercials
Misrepresentation: Pinnacle will not employ presentations likely to mislead the average consumer or businesses that the presentation is news, information, public service or entertainment programming. (Product placement within entertainment programming is acceptable.)
Endorsement: Except where the endorser is identified as an expert or is a generally recognized celebrity (whose sole connection with the marketer is the payment of a fee for the endorsement), any material connection between the endorser and the marketer must be disclosed.
- Results, experiences or findings of the endorser must be generally representative of the results to be expected by the average consumer or business. Alternatively, the marketer must clearly and conspicuously explain that the experiences or findings are not typical of the experiences of the average consumer or business.
Direct Response Television: Commercials that solicit orders must clearly disclose the price, purchase terms, shipping costs and currency and any other material terms of the offer in a clear, comprehensible and prominent manner.
Infomercials and Transparency: Television commercial messages exceeding two continuous minutes in length must be preceded and followed by a clear or prominent video and oral announcement that the presentation is a paid commercial message. This announcement must identify the product or service being offered and the marketer’s identity. The video and a clear written announcement must also be presented prior to each ordering opportunity.
Radio commercials exceeding three minutes in length must be identified as paid commercial messages by clear and prominent announcements at the beginning and end of the program. Should the program be interrupted for any reason, another such announcement must be made prior to the resumption of the program.
For those infomercials intended for adults only, the opening disclaimer must notify viewers that it contains content intended for adults. This notification must be provided in both audio and video.
Radio Broadcasting: As a local medium that reflects community standards, marketers should take the local environment into consideration, including the programming environment, the station’s format and the composition of the station’s audience.
F. Out-of-Home/Outdoor Advertising
When using media that deliver advertising messages in public arenas Pinnacle will ensure that the content of its messages is sensitive to and compatible with local community standards, particularly when located in proximity to elementary and secondary schools or to other places where children or teenagers tend to congregate.