This has led to the renewal of the National Commercial Agreement (NCA), which covers the involvement of actors in all Commercial English television, Radio and Digital Productions in Canada. The agreement addresses most of the challenges facing Canadian distributors and builds on the progress made in previous negotiations. Among the updates, the changes appear to be consistent with the growing importance of multi-platform and multi-judicial advertising campaigns, as well as recent trends in the advertising industry, the importance of paying more attention to authentic testimonials and honest reactions from members of the public. In any event, great diligence is required to ensure that a trade complies with all applicable provisions, since the agreement may be fairly widespread; However, it is generally considered that the agreement does not apply to the use of still images in non-broadcast media advertisements (provided that these images do not come from a commercial television session or commercial television recordings). The agreement, which runs until June 30, 2020, contains provisions that eliminate power increases for ads moving from television to digital media and sets up a pilot project to target low-budget digital productions. It is also about the need for extensive online production, a decisive change in today`s market. With regard to the latter point, the new agreement extended the exemption to the public to all advertisements, whereas until now it applied only to “New Media Commercials”. Under the current waiver, members of the public who are not broadcast or scripted may appear in a commercial, provided the hire pays a fee of 200 $US. In addition, the derogation will be “automatic” if the public appears in a manner that falls into at least one of the following categories (which have been summarily reformulated, other requirements apply – for more details, see article 707): (i) as part of unclassified background scenes; (ii) in unwritten or unwritten scenes (z.B.

when the audience reacts to an event and the event is not staged for advertising purposes; (iii) at a live event; (iv) as interviewees on the street, in a public place or during a live demonstration; or (v) as part of a hidden camera advertisement. Winnie Alford, ICA Advisor, will advise you on all issues related to the ACTRA-CFM agreements and their implementation. You can contact him by email at winnie@theica.ca or call the ICA on 416 482 1396. Members can benefit from the specialized advice of Winnie Alford, a talented advisor to the ACA, who is well versed in the entire agreement. ACTRA`s new national trade agreement (which came into force and does not expire until June 30, 2017) contains significant changes to its earlier version, as outlined in the transaction statement. In particular for advertisers, the new agreement now contains provisions that will greatly facilitate the use of certificates and the public in advertisements. The Association of Canadian Advertisers negotiates with the Institute of Communication Agencies the National Television and Radio Commercial Agreement with the Alliance of Canadian Cinema, Television and Radio Artists (ACTRA), which covers talent payments and working conditions for performers in English-language radio advertisements. The current three-year contract runs until June 30, 2020 and covers areas such as compensation for use and reuse, talent cycles, work permits, casting and auditions and definitions, as well as other working conditions. “The new agreement recognizes most of the challenges facing Canadian agencies and thus ensures that member agencies remain competitive and non-signatory agencies that operate non-union artists,” and finally, the new agreement specifies the conditions for advertisements produced in Canada but used only in the United States.