meta_id 3238006

On June 13, 2026, Quebec's Consumer Protection Office (OPC) announced the adoption of Bill 24, the Act to Protect Consumers Against Misleading or Fraudulent Use of a Person's Identity or Image. The legislation introduces new enforcement mechanisms to address identity theft and associated fraudulent advertising more rapidly and effectively. The act establishes a collaborative framework between the OPC and the Financial Markets Authority (AMF) to coordinate intervention against identity and image misuse. A key innovation is the creation of new order-making powers for the presidents of both the OPC and the AMF, enabling them to issue orders—equivalent to court orders—requiring individuals or enterprises to cease unauthorised use of a person's identity or image in fraudulent advertising and to destroy the image. Non-compliance with such orders can be filed with the Superior Court, potentially resulting in contempt of court charges and imprisonment. The legislation streamlines the complaint process for victims. Both individuals whose identities have been misused and consumers defrauded by such schemes can file complaints with the OPC, which will be treated as priority matters. When financial products are involved, the OPC will coordinate with the AMF. This approach addresses the growing sophistication of fraud tactics, particularly deepfakes and artificial intelligence-generated content exploiting public figures' images without consent to promote counterfeit products. The act aims to eliminate lengthy and costly judicial proceedings for victims while preventing future consumers from falling victim to fraudulent schemes. The legislation responds to evolving fraud tactics enabled by social media proliferation and technological advancement.