Navigating Regulatory and Tax Considerations When Advertising Abroad

Every market has its own rulebook. Advertising claims that are fine in Canada might be banned elsewhere; tax obligations can appear the moment you make your first sale abroad. This checklist covers the main international advertising regulations and tax considerations to review before you launch. It's general information, not legal or tax advice.

This guide is part of our international expansion series.

Advertising and marketing rules

Area	What varies
Claims	Substantiation requirements, "best" or "#1" claims, health and environmental claims (green claims)
Comparative advertising	Whether and how you can compare with competitors
Endorsements and influencers	Disclosure rules and labels (international influencers)
Pricing	How prices, taxes and fees must be shown
Contests and promotions	Legality, registration, skill requirements (contests in Canada)
Regulated products	Alcohol, cannabis, tobacco, gambling, health, finance, children's products
Language	Mandatory local language use (e.g., French in Quebec; other national rules)
Media-specific rules	Broadcast standards, outdoor signage permits

Privacy and electronic marketing

Consent, cookies, tracking and email rules differ by jurisdiction: CASL and Quebec's Law 25 in Canada, GDPR in the EU, state laws and CAN-SPAM in the U.S., and many others. See privacy laws for marketers.

Product and service rules

• Product safety standards and certifications
• Labelling and packaging requirements, often in local languages
• Professional licensing for some services
• Import permits for certain goods

Trade and customs

• Tariffs and duties: rates depend on the product and its origin. U.S. tariffs affecting Canadian goods changed several times in 2025 and 2026. See expanding to the U.S.
• Rules of origin under trade agreements (CUSMA, CPTPP, CETA, and others)
• Low-value shipments: the U.S. suspended duty-free de minimis treatment for all countries, which affects e-commerce parcels
• Customs documentation and the use of customs brokers

Tax

• Sales taxes, VAT and GST: many jurisdictions require foreign sellers to register and collect once they pass thresholds, including for digital products and services
• Income tax and permanent establishment: having people or offices abroad can create tax obligations there
• Withholding taxes on some payments
• Transfer pricing if you set up related companies
• Canadian tax rules on foreign income and some foreign advertising expenses

Intellectual property

• Register trademarks in each market before launch; some countries are first-to-file
• Check that your brand name is available and appropriate (brand localization)
• Protect domains and social handles

Contracts

Partner, distributor, influencer and agency agreements should cover governing law, dispute resolution, IP, data, payment and termination (local partners).

Anti-corruption

Canadian companies must comply with Canada's Corruption of Foreign Public Officials Act abroad, and many other countries have their own laws. Build compliance into partner selection and payments.

Where to get help

• Trade Commissioner Service and Export Development Canada for market and trade information
• Customs brokers for duties and documentation
• International tax advisors
• Local lawyers for advertising, privacy and contracts

Pre-launch compliance checklist

• [ ] Advertising claims reviewed for the market
• [ ] Disclosure rules for endorsements understood
• [ ] Privacy and email consent approach set
• [ ] Product rules and labelling confirmed
• [ ] Duties, tariffs and shipping rules checked
• [ ] Tax registration needs reviewed
• [ ] Trademarks registered
• [ ] Key contracts reviewed

Missing these is one of the most common expansion mistakes.