Report Deceptive Advertising - Toronto Bylaw Process

Business and Consumer Protection Ontario 3 Minutes Read · published February 11, 2026 Flag of Ontario

Toronto, Ontario consumers and businesses must follow both municipal rules and broader consumer law when it comes to advertising. This guide explains how to report deceptive or misleading advertising affecting residents or businesses in Toronto, outlines which agencies may investigate, and lists practical steps to file complaints with official agencies and the City of Toronto.[1]

File the complaint promptly and keep copies of the ad and any receipts.

Scope: what counts as deceptive advertising

Deceptive advertising can include false claims about price, product performance, availability, identity of the seller, or hidden fees. Complaints may involve online listings, printed ads, storefront signage, pricing displays, or social media promotions.

Who can act and which laws apply

Enforcement may involve multiple layers: municipal licensing and bylaw officers for business licensing and signage issues, provincial consumer protection authorities for unfair practices, and federal agencies for national deceptive marketing. For federal guidance on deceptive marketing, see the Competition Bureau page on deceptive marketing practices.[2]

Penalties & Enforcement

Penalties depend on the enforcing authority and the law applied. Municipal enforcement focuses on bylaw compliance and business licences; provincial and federal bodies handle consumer protection and competition law respectively.

  • Monetary fines: not specified on the cited page for Toronto municipal complaint guidance; provincial and federal penalties vary by statute and case.[1]
  • Escalation: first and repeat offences may trigger licence suspensions, notices, or higher penalties — specific ranges are not posted on the basic City complaint page.[1]
  • Non-monetary sanctions: orders to correct ads, cease-and-desist directions, licence suspensions or revocations, product seizure or court injunctions may be used depending on jurisdiction.
  • Enforcers: Municipal Licensing & Standards and City bylaw officers (City of Toronto); Ontario Ministry responsible for consumer protection; Competition Bureau for federal matters.[1]
  • Inspection and complaint pathways: file a City complaint online, submit provincial consumer complaints, or contact the Competition Bureau; see official links in Help and Support / Resources.
Evidence such as dated screenshots, receipts, and witness contacts improves the chance of action.

Applications & Forms

There is usually no single municipal "deceptive advertising form." To start a municipal complaint, use the City of Toronto business complaint/report pathways; to lodge consumer issues under provincial law use Ontario's consumer complaint forms or web pages.[1] For provincial complaint submission guidance see the Ontario consumer complaint page.[3]

How to prepare a complaint

  • Collect evidence: dated photos, screenshots, URLs, receipts, product labels, and correspondence with the seller.
  • Record timelines: note when you first saw the ad, transactions, and any follow-up responses.
  • Identify jurisdiction: if the issue involves a licensed local business or signage, start with the City of Toronto; for contractual or consumer-rights breaches contact provincial authorities.
  • Contact the seller first when appropriate: request a correction or refund and save messages in writing.
If the ad presents an immediate safety risk, report to the appropriate emergency or regulatory authority immediately.

Action steps (what to do now)

  1. Preserve evidence and take time-stamped screenshots or photos.
  2. Contact the business in writing to request correction or refund and keep records of the exchange.
  3. File a municipal complaint with the City of Toronto if the issue relates to local business licensing or signage.[1]
  4. Submit a provincial consumer complaint through Ontario's consumer complaint page if the representation concerns consumer protection issues.[3]
  5. Report national deceptive marketing or systemic cross-jurisdiction issues to the Competition Bureau.[2]

FAQ

Can I report a misleading online ad for a Toronto business?
Yes. Preserve evidence and file a complaint with the City if it is a local business or with provincial/federal authorities depending on the nature of the claim.
Will the City automatically fine the business?
Not always; the City may investigate under licensing or signage rules and can issue orders or fines when bylaw breaches are proven. Specific fine amounts are not listed on the City complaint page.
How long does an investigation take?
Times vary by agency and caseload; there is no standard timeline posted on the general complaint pages.

How-To

  1. Gather dated screenshots, photos, receipts, and contact records.
  2. Contact the seller in writing requesting correction or refund and document responses.
  3. File a municipal complaint with the City of Toronto if the ad involves a licensed local business or signage.[1]
  4. Submit a provincial consumer complaint through Ontario's consumer complaint process if consumer protection issues apply.[3]
  5. If the issue is national or systemic, report to the Competition Bureau.[2]

Key Takeaways

  • Keep dated evidence and written records of all interactions.
  • Start with the City for local business licence or signage issues, then escalate to provincial or federal bodies as needed.

Help and Support / Resources

  1. [1] City of Toronto - Business complaints and licensing
  2. [2] Competition Bureau - Deceptive marketing practices
  3. [3] Ontario - Make a complaint about a business

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