Actra Commercial Agreement

“The new agreement detects and addresses most of the challenges facing Canadian agencies and ensures that member agencies remain competitive with non-signatory agencies that exploit non-union actors.” In the first point, the new convention now includes a general exclusion for “persons who appear as themselves in a situation where they are not scripted and where truth is necessary in advertising (including the Competition Act and the Canadian Code of Advertising Standards).” An example in which this exclusion would generally apply is that of a person who testifies to his experience of using a product, in particular when the product is intended to produce a significant physical effect. In addition, this exclusion would likely also apply to a professional or scientific authority that gives an opinion on the advertiser`s product. With regard to the latter point, the new agreement extended the derogation granted to members of the public to all advertisements, whereas until now it had only applied to “new commercial media”. Under the current waiver statement, members of the public who are not broadcast or scripted may appear in an advertisement, provided the commitment pays a fee of $200 $US. In addition, the waiver is “automatic” when members appear to the public in a way that falls into at least one of the following categories (which have been quickly paraphrased, other requirements apply – for more details, see Section 707): (i) as part of undeveloped background scenes; (ii) in the context of undone or unwritten scenes (e.g.B. when members of the public react to an event and the event is not staged for commercial purposes; (iii) at a live event; (iv) as interviewees on the street, in a public place or at a live event; or (v) in connection with a hidden camera advertisement. Winnie Alford, ICA Advisor, will advise you on all matters related to the ACTRA & CFM agreements and its implementation. She can be contacted by email at winnie@theica.ca or call the ICA at 416 482 1396. Members can get advice from Winnie Alford, the ACA`s talented advisor, who knows the whole deal inside out. The “New Media Commercials” section has also undergones an in-depth review.

In particular, a contractual service fee now has to be paid and the applicable minimum meeting fees now reflect their television and radio counterparts. The changes seem to go hand in hand with the growing importance of transnational and multi-platform promotional campaigns and recent trends in the advertising sector, which are to place more importance on authentic testimonials and open reactions from members of the public. In any event, very careful care must be taken to ensure that an industry complies with all the provisions in force, since the agreement can be applied quite widely; However, it is generally accepted that the agreement does not apply to the use of still images in uncast media advertisements (provided that such images were not obtained during a working session on commercial television or from television advertising material). . . .

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