Report Deceptive Advertising - London By-law Guide

Business and Consumer Protection Ontario 4 Minutes Read · published February 12, 2026 Flag of Ontario

Consumers and business owners in London, Ontario who suspect deceptive or misleading advertising have several enforcement paths: municipal by-law enforcement for local license or sign breaches, the Ontario consumer protection framework for unfair practices, and federal enforcement for deceptive marketing. This guide explains where to report, typical enforcement actions, practical steps to preserve evidence, and how to appeal or follow up.

Where to report deceptive advertising

Start with the body most directly responsible: if the issue involves a licensed business, signage, or a local licence condition, contact City of London By-law Enforcement or Business Licensing. For consumer-facing deceptive marketing claims that may be provincial or federal matters, file a complaint with the Competition Bureau of Canada or the Ontario consumer services complaint channels. Competition Bureau complaint guidance[1] and Ontario consumer complaint pages[2] explain criteria and how to submit information to those agencies.

Penalties & Enforcement

Enforcement depends on which jurisdiction or statute applies. Municipal action is typically handled by By-law Enforcement or Licensing; provincial action can proceed under Ontario consumer protection rules; federal action for deceptive marketing is led by the Competition Bureau.

  • Municipal fines and penalties: not specified on the cited page. See cited guidance[2]
  • Federal enforcement (Competition Bureau) may lead to administrative or court remedies; specific fine amounts depend on statute and case facts and are not specified on the cited guidance page. See cited guidance[1]
  • Non-monetary orders: removal of ads, corrective notices, stop-trade or compliance orders are possible under provincial or federal regimes; specific terms vary by case and are not universally tabulated on the cited pages.
Municipal and provincial bodies often coordinate with federal agencies on systemic deceptive marketing cases.

Escalation and repeat offences

Processes typically escalate from a warning or compliance order to fines or court action for continued non-compliance; exact timelines and step amounts are not specified on the cited pages and depend on the enforcing instrument and facts of the case.

Enforcer, inspection and complaints

  • City of London By-law Enforcement and Business Licensing handle local licence and sign issues (see Resources below).
  • Competition Bureau of Canada handles deceptive marketing investigations and receives public complaints[1].
  • Ontario consumer services accepts consumer complaints and fraud/scam reports[2].

Appeals, review routes and time limits

Appeal routes vary: municipal orders and provincial administrative decisions often include notice of review or court appeal rights; time limits for appeals depend on the specific by-law or statute and are not specified on the cited pages. Where an order issues, the enforcement notice or order should state the appeal mechanism and deadline.

Defences and discretion

  • Common defences include reasonable mistake, reliance on supplier information, or compliance steps taken promptly.
  • Permits or licence variances may exempt certain displays; check the applicable municipal licence before assuming a defence applies.

Common violations

  • False price claims or bait-and-switch advertising.
  • Unsubstantiated performance or savings claims.
  • Misleading signage about licensing, hours, or services.

Applications & Forms

For deceptive-ad-specific forms, no single municipal “deceptive advertising” form is published by the City of London; complaints are submitted via by-law complaint/report channels or provincial/federal complaint forms. For federal complaints use the Competition Bureau complaint guidance; for provincial consumer complaints use Ontario’s consumer complaint portal. Competition Bureau complaint guidance[1] and Ontario consumer complaint pages[2].

Action steps

  • Collect evidence: screenshots, photos with timestamps, physical receipts, and ad copies.
  • Record dates, locations, personnel names, and any communications.
  • Submit a local by-law complaint to the City of London if the issue involves licensing or signage.
  • File provincial or federal complaints using the official forms or portals linked below.
Preserve original advertising materials and clarify whether an ad was paid/promoted, as that affects enforcement routes.

FAQ

Who enforces deceptive advertising in London, Ontario?
The City of London enforces local licence and sign rules; the Competition Bureau enforces federal deceptive marketing laws; Ontario consumer services handles provincial consumer complaints.
Can I get a refund or order reversed?
Remedies depend on the statutory regime and the case; often you should first seek a refund from the business, then file a formal complaint with the appropriate agency if needed.
How long does an investigation take?
Timelines vary by agency and caseload; specific timeframes are not specified on the cited guidance pages.

How-To

  1. Gather evidence: photos, screenshots, receipts, and witness names.
  2. Contact the business in writing asking for correction or refund and keep records.
  3. If unresolved, submit a complaint to City of London By-law Enforcement for licence/sign issues or to provincial/federal complaint portals as appropriate.
  4. Follow up with the agency and respond promptly to any requests for additional information.
  5. If you receive an enforcement order, check the order for appeal rights and deadlines and seek legal advice if needed.

Key Takeaways

  • Preserve evidence and document communications immediately.
  • Report local licence or signage problems to City of London By-law Enforcement.
  • Use provincial and federal complaint routes for broader consumer-protection or deceptive marketing issues.

Help and Support / Resources

  1. [1] Competition Bureau of Canada - Report deceptive marketing and file a complaint
  2. [2] Government of Ontario - Report a scam or file a consumer complaint

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