In the decision of Richard v. Time Inc., the Supreme Court of Canada lowered the bar in assessing whether an advertisement was misleading. The assessment is not based on the perspective of a consumer “with an average level of intelligence, scepticism and curiosity”. Instead, consider the average consumer who is “credulous and inexperienced and takes no more than ordinary care” when observing the general impression of the advertisement. For a summary of this case, please click here.