Acceptable Use & Client Conduct

Why this exists

Most of what an agency is asked to do is straightforward. Occasionally it is not, and it is better for everyone if the boundaries are written down before the situation arises rather than argued about afterwards.

Work we will not undertake

• Advertising or content that is false, deceptive or materially misleading
• Fake, incentivised or filtered reviews, or review gating that suppresses negative feedback
• Search tactics that breach platform guidelines — bought link networks, cloaking, doorway pages, keyword stuffing
• Purchased email lists, or messages sent without valid consent under CASL
• Impersonating another business, or trading on a competitor’s name or branding
• Copying a competitor’s website, artwork or copy
• Claims about health, financial or legal outcomes that cannot be substantiated
• Content that harasses, defames or targets an individual
• Anything unlawful under Canadian federal or Alberta law

If asked to do any of these, we will explain why we cannot and offer the legitimate alternative. Repeated instructions of this kind will end the engagement.

Advertising standards

All advertising we produce is intended to comply with the Competition Act, applicable Canadian advertising standards, and the policies of the platform it runs on. Where a claim requires substantiation, we will ask you for it before publishing. Where a sector has additional rules — health services, financial services, alcohol, cannabis — we will build within them.

Mutual respect

We treat clients and their people with courtesy, and we expect the same. Abusive, discriminatory or threatening conduct toward our people ends an engagement immediately, with work performed to that point invoiced as normal.

We do not decline work, and do not treat anyone differently, on the basis of race, ethnicity, national origin, religion, gender, sexual orientation, age or disability — as a client or as a customer of a client.

Access and credentials

• Access granted to us is used solely for the agreed work
• We will not share your credentials outside the people performing the work
• We will not act outside the scope of what you have approved, including making purchases on your behalf without instruction
• If we are given access we do not need, we will ask you to reduce it

What you can expect from us

• Honest reporting, including when the numbers are bad
• A recommendation to reduce or stop spend where the results do not justify it
• Being told when a cheaper option would serve you better
• Prompt handover of accounts, files and access at the end of an engagement
• A straight answer to a direct question about your marketing