adv2001 world cup bid - canada

Jane Lewis & Jeanette Bonnici

CANADA

2026 Canada FIFA World Cup Bid

Table of Contents

INTRODUCTION ...............................................................................31. OVERVIEW ......................................................................................5

1.1 Country 51.2 Constitution 61.3 Standard of Living 71.4 Culture & Values 10

2. HUMAN RIGHTS .........................................................................112.1 Gender Equality 122.2 Gender Gap 132.3 Indigenous People 142.4 Migrants and Refugees 152.5 LGBT Community 16

3. ADVERTISING ..............................................................................173.1 Advertising Standards 173.2 Stereotyping 183.3 Gender Bias 193.4 Portrayal of Women and Minorities 203.5 Advertising to Children 21

CONCLUSION ..................................................................................22REFERENCES ....................................................................................23PHOTO CREDITS .............................................................................30

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2026 Canada FIFA World Cup Bid 3

Introduction

This report is a preliminary assessment for Canada to host the 2026 FIFA World Cup. It will discuss the culture and values of Canada, highlighting its suitability as a host nation. Canada encapsulates the spirit of FIFA as it is a country that values equality, inclusion and harmony. As a tolerant and progressive nation, it welcomes people of different backgrounds, nations, beliefs and sexual orientation. Canada will use this event to promote universal solidarity and mutual respect. It will aim to be a positive role model internationally in the areas of human rights, social justice and the rule of law. The FIFA World Cup is in safe hands with Canada, as it has a good international reputation and is a modern, democratic nation.

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Map

TOLERANCE

DIVERSITY

INCLUSION

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1. Overview

Canada is a culturally diverse, inclusive society which values fairness, equality and harmony (Government of Canada 2012a). With a population of approximately 35 million, it is the world’s second largest country (CIA 2016). Rich in natural resources (CIA 2016), it features expansive lakes, snow capped mountains, forests and is home to polar bears, bisons and a diversity of wildlife. Canada is a land of contrast, with its vast expanse of natural wilderness, ski resorts and high-tech, modern cities. This diversity makes Canada one of the premier four-season tourist destinations in the world (Canadian Tourism Commission 2014, p.4). International visitors will feel welcome in Canada where diversity of race, religion, customs and race are celebrated. The country is easy for international visitors to explore as English and French are the two main languages spoken (CIA 2016). With approximately 80 percent of the Canadian population living within 100 kilometres of the United States border (Brock University 2010), transport and international flights are accessible for visitors.

1.1 COUNTRY

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Overview

Canada is a constitutional monarchy with a federal parliamentary government (U.S. Department of State 2014). It is a stable, democratic country, which values human rights, freedom, equality and the rule of law (Government of Canada 2015b). The Freedom of the World survey ranks Canada as a free country, with a high level of political and civil liberties (Freedom House, 2015). Freedom of assembly, thought, belief, press, conscience and religion are protected through the Canadian Bill of Rights and the Charter of Rights and Freedoms (Law Now 2013). These legal mechanisms ensure that people are treated equally under the law regardless of their race, sexual orientation, gender and religion (Law Now 2013). The country is known for its independent and transparent judicial system, lack of government corruption and respect of the rule of law (Heritage Foundation 2016). A proven track record ensures that the World Cup committee can be confident that Canada will uphold the FIFA values of fairness, equality and transparency.

1.2 CONSTITUTION

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Overview

Canada’s vibrant, thriving economy is one of the largest in the world and has a GDP per capita of US $51,630 (World Bank 2016). Committed to an open and free market, Canada is ranked number six in the world for Economic Freedom (Heritage Foundation 2016) and ninth for the 2014 Human Development Index (United Nations Development Programme 2015). The country has a high standard of living and ranks well in the key dimensions of human development including education, health, gender development and poverty reduction (United Nations Development Programme 2015). Visitors to Canada will appreciate its modern-infrastructure, clean environment and green spaces.

1.3 STANDARD OF LIVING

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The FIFA World Cup would be in safe hands with Canada as it has successfully hosted the:

2015 Women’s World Cup2014 U-20 World Cup

2002 FIFA U-19 Women’s World Cup 2007 U-20 Men’s World Cup

Source: Harper, 2014.

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Overview

Inglehart-Welzel identifies Canada as a country with a high value on self-expression and an emphasis on environmental protection, gender equality and a growing tolerance of foreigners and the LGBT community (World Values Survey 2015). Canada was the first country in the world to adopt an official policy of multiculturalism (Government of Canada 2012b) and the fourth country to legalise same-sex marriage (Parliament of Canada 2005). Canadians enjoy the freedom to live the way that they choose and express diversity in the areas of religion, language, culture, sexuality and gender identity. As a society with secular-rational values, it places less value on authority and traditional family values and has a growing acceptance of liberal policies including divorce, euthanasia and abortion (World Values Survey 2015).

Geert Hofstede’s model indicates that Canada places a value on egalitarianism and individualism (n.d). Canada is a moderately ‘masculine’ society where they strive for achievement and success in work and play (sports), but still value a work-life balance (Geert Hofstede n.d). Canadians enjoy life and have fun, while balancing work, family and leisure time (Geert Hofstede n.d).

1.4 CULTURE & VALUES

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2. Human Rights

Sports have been recognised as a mechanism for promoting peace, inclusiveness and human rights (United Nations 2014). Canada has effective human rights mechanisms, including federal and state commissions, which act independently from the government and without government interference (U.S. Department of State 2014). The Charter of Rights and Freedoms and the Bill of Rights treat everyone equally under the law and protect against discrimination on the basis of sexual orientation, disability, race, gender and religion (US Department of State 2014). Violence against Indigenous women and girls is a prominent human rights issue which will be discussed in some of the following sections.

HUMAN RIGHTS

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Human Rights

2.1 GENDER EQUALITYCanada is committed to achieving gender equality and eliminating discrimination towards women (Government of Canada 2015). It was one of the first countries to ratify the United Nations Convention on the Elimination of all Forms of Discrimination against Women and it has ratified the UN Security Council Resolution on Women, Peace and Security (Government of Canada 2015). Gender equality is viewed as an important human rights issue and part of sustainable development and peace (Government of Canada 2015b). The country has one of the highest rankings in the world for the Gender Development Index (United Nations Human Development Programme 2015).

Despite its strides towards gender equality, Canada’s record has been marred by the high level of violence faced by Indigenous women and girls (Amnesty International 2016). In response to long-standing pressure from the United Nations, and the Native Women’s Association of Canada, the recently elected Trudeau government has started the process towards a national inquiry into missing and murdered indigenous women and girls (Justin Trudeau 2015). This is seen as an important change in government policy and a positive step towards reconciliation and justice.

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Human Rights

2.2 GENDER GAPJustin Trudeau is the first Prime Minister of Canada to achieve gender parity with cabinet appointments (Human Rights Watch 2016). This significant achievement highlights Canada’s commitment to closing the gender gap. Canada is ranked 19 in the world for the Global Gender Gap Index 2014 (World Economic Forum 2014) and the wage gap between men and women has narrowed during the past twenty years (US Department of State 2014). The laws in Canada protect women from discrimination and treat them with equality and dignity. Women have the right to work and seek positions in management, politics and the public sphere. FIFA visitors can expect that Canadians will treat them with respect regardless of their gender.

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Human Rights

2.3 INDIGENOUS PEOPLECanada’s Indigenous people, also known as the First Nations, comprise approximately 4 per cent of the population (US Department of State 2014). Although the law protects Indigenous rights and promotes equality, Canada’s First Nations have experienced issues of poverty, violence against women, an over-representation in the justice system and disadvantage in health and employment (US Department of State 2014). Canada has ratified the International Convention on the Elimination of all Forms of Racial Discrimination and has faced United Nations scrutiny over these issues (Government of Canada 2009, Amnesty International 2016). Justin Trudeau’s government has sent a positive message of reconciliation and inclusion with the appointment of two Indigenous members of parliament (Wilson 2015). The FIFA World Cup is an opportunity for Canada to make greater efforts towards equality for Indigenous peoples. Sport is an important vehicle for promoting peace, inclusion and overcoming racial differences (United Nations 2014).

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Human Rights

2.4 MIGRANTS AND REFUGEESCanada’s anti-discrimination laws and Bill of Rights protects the rights of migrants and refugees. The fundamental value of equal treatment applies to those who come to Canada. The Canadian government is committed to assisting refugees from war torn Syria and Iraq and has a 2016 target of 25000 assisted refugees (Government of Canada 2016). The 1988 Multiculturalism Act provides equal opportunities for all Canadians, allowing individuals to retain their cultural heritage and differences (Inglis 1995). In 2011, almost 20 per cent of the population were foreign born, which is the highest proportion of G8 nations and almost 200 ethnic origins have been identified in the nation (Statistics Canada 2015). As a FIFA World Cup host, Canada will showcase the values of tolerance, respect and diversity.

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Human Rights

2.5 LGBT COMMUNITYSmith (2005) claims that the recognition of LGBT rights and same-sex marriage is symbolic of Canada’s tolerance and equality. The law prohibits discrimination on the basis of sexual orientation and gender identity (US Department of State 2014). Canada is a gay-friendly travel destination, with a welcoming and tolerant approach. In 2016, Justin Trudeau will be the first Canadian Prime Minister to march in the Gay and Lesbian Pride March, with the theme of belonging and inclusion (CBC News 2016).

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3. Advertising

3.1 ADVERTISING STANDARDSAdvertising in Canada is self-regulated by the Canadian Code of Advertising and reviewed and overseen by the Advertising Standards Canada (Advertising Standards Canada 2016). Complaints by the general public are handled by the Advertising Standards Canada (ASC) and it is “committed to creating and maintaining community confidence in advertising” (Advertising Standards Canada 2016). The code sets out rules for advertising to children, stereotyping, gender bias, gender equality and other standards considered acceptable for advertising.

In 2014, the ASC received 1274 consumer complaints and reviewed 1149 cases (Advertising Standards Canada 2014) Of this number, 817 complaints were upheld, highlighting the effectiveness of the ASC complaints process (Advertising Standards Canada 2014). As a FIFA World Cup host, Canada will ensure that the event’s advertising is unoffensive, fair and respectful and consistent with the ASC standards. Special protections ensure that minorities, women and the LGBT community are portrayed in a positive and non-discriminatory manner.

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3. Advertising

3.2 STEREOTYPINGStereotyping in Canadian advertising is heavily regulated by the ASC and is defined as the unacceptable portrayal of a group of people that may be offensive or untruthful (Advertising Standards Canada 2016). Stereotypes are any form of personal discrimination, that appears in a realistic manner, that exploits, demeans, denigrates or disparages one or more identifiable persons, group of persons, and undermines human dignity (Advertising Standards Canada 2016). The FIFA World Cup advertising will be respectful of other cultures and values, without offensive stereotypes. A positive advertising campaign will uphold the FIFA values of tolerance, harmony and inclusiveness.

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3. Advertising

3.3 GENDER BIASGender bias is not encouraged in the everyday lives of Canadians. These social values are reflective of laws which promote equality, diversity and fairness. The ASC guidelines state that advertisers should ensure that their advertisement does not have a negative impact on gender equality and that the use of humour will not be used to justify negative portrayals of males or females (Advertising Standards Canada 2016).

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3. Advertising

3.4 PORTRAYAL OF WOMEN AND MINORITIES As discussed, Canada is a leader in gender equality and women’s rights. Gender parity in Canada’s parliament highlights a commitment to accepting women as equal partners and decision makers. Multiculturalism laws highlight their values of diversity and tolerance. The ASC aims to mirror these laws and social values, by ensuring that women and minorities are portrayed in an inclusive manner. Clause 14 of the Advertising Standards protect against unacceptable portrayals of individuals based on race, national origin, religion, sex or age (Advertising Standards Canada 2016). The FIFA World Cup promotes universal solidarity, harmony and peace. Canada supports these values with its emphasis on tolerance and inclusiveness.

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3. Advertising

3.5 ADVERTISING TO CHILDRENAccording to a study conducted between 2014 and 2015, Canadian children aged 2-11 years watch approximately 20 hours of television per week (Television Bureau Of Canada 2015). The number of hours of television watched by children is comparable to adults 25-54 years who watch an average of 24 hours a week (Television Bureau Of Canada 2015). This may account for the strict regulations that Canada has regarding advertising towards children. It is recognised as having one of the most comprehensive codes and standards for advertising to children (Canadian Association of Broadcasters 2006). Advertising is regulated by the Broadcast Code for Advertising to Children and is also overseen by Advertising Standards Canada (ASC) (Advertising Standards Canada 2016). According to the ASC, “Advertising that is directed to children must not exploit their credulity, lack of experience or their sense of loyalty, and must not present information or illustrations that might result in their physical, emotional or moral harm” (Advertising Standards Canada 2016). With a track record of respectful children’s advertising and efficient safeguards, the FIFA World Cup would be advertised in a responsible manner. The self-regulatory approach of the ASC is known as being highly effective (Canadian Association of Broadcasters 2006).

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Conclusion

This report has shown that Canada is a suitable host for the 2026 FIFA World Cup. With a good international reputation, it is a safe, welcoming and tolerant country. Regardless of beliefs, race, religion or gender, visitors can expect a warm and friendly reception. Breathtaking landscapes, modern transport and infrastructure, coupled with a pleasant climate will ensure that visitors will have an unforgettable experience. Canada celebrates diversity, inclusion and multiculturalism, values that are important to FIFA. A commitment to the rule of law, social justice and human rights ensuresthat the event will promote a positive message internationally.

Canada looks forward to welcoming you to the 2026 FIFA World Cup.

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References

Advertising Standards Canada 2016, Gender Portrayal Guidelines, viewed 21 February 2016, <http://www.adstandards.com/en/standards/genderPortrayalGuidelines.aspx>.

Advertising Standards Canada 2016, The Broadcast Code for Advertising to Children - Background, viewed 21 February 2016, <http://www.adstandards.com/en/clearance/childrens/broadcastCodeForAdvertisingToChildren-Background.aspx>.

Advertising Standards Canada 2016, The Canadian Code of Advertising Standards, viewed 21 February 2016, <http://www.adstandards.com/en/standards/canCodeOfAdStandards.aspx>.

Advertising Standards Canada 2014, Annual Ad Complaints Report, 2014 Year in Review, viewed 24 February 2016, <http://www.adstandards.com/en/ConsumerComplaints/2014adComplaintsReport.pdf>.

Amnesty International 2016, Canada Human Rights, viewed 10 February 2016, <https://www.amnestyusa.org/our-work/countries/americas/canada>.

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References

Brock University 2010, General Information on Canada, viewed 16 February 2016, <https://www.brocku.ca/international-services/international-student-guide/general-information-on-canada#The_Canadian_way_of_life>.

Canadian Association of Broadcasters 2014, Advertising to Children in Canada – A Reference Guide, viewed 23 February 2016, <http://www.cab-acr.ca/english/social/advertisingchildren/kids_reference_guide.pdf>.

Canadian Tourism Commission 2014, Tourism as Canada’s Engine for Growth – Canadian Tourism Commission 2014 Annual Report, viewed 16 February 2016, <http://en.destinationcanada.com/sites/default/files/pdf/Corporate_reports/2014_annual_report_en_may5.pdf>.

CBC News 2016, Justin Trudeau will be the 1st PM to March in Toronto’s Pride Parade, viewed 24 February 2016, <http://www.cbc.ca/news/canada/toronto/trudeau-toronto-pride-1.3459052>.

Central Intelligence Agency (CIA) 2016, The World Factbook: Canada, viewed 15 February 2016, <https://www.cia.gov/library/publications/the-world-factbook/geos/ca.html>.

CANADAReferences

Fearon, J. 2003, Ethnic and Cultural Diversity by Country, Journal of Economic Growth, 8 (2), pp. 195-222.

Freedom House 2015, Freedom in the World 2015 – Canada, viewed 21 February 2016, <https://freedomhouse.org/report/freedom-world/2015/canada>.

Government of Canada 2012a, Discover Canada: The Rights and Responsibilities of Citizenship, viewed 16 February 2016, <http://www.cic.gc.ca/english/resources/publications/discover/section-05.asp>.

Government of Canada 2012b, Canadian Multiculturalism: An Inclusive Citizenship, viewed 22 February 2016, <http://www.cic.gc.ca/english/multiculturalism/citizenship.asp>.

Government of Canada 2015, Canada’s Commitment to Gender Equality and the Advancement of Women’s Rights Internationally, viewed 12 February 2016, <http://www.international.gc.ca/rights-droits/women-femmes/equality-egalite.aspx?lang=eng>.

CANADAReferences

Government of Canada 2009, International Convention on the Elimination of All Forms of Racial Discrimination – Interim Report in follow-up to the review of Canada’s Seventeenth and Eighteenth Reports, viewed 23 February 2016, <http://www.pch.gc.ca/eng/1357309699221/1357309812021>.

Government of Canada 2015b, Building Peace and Security for all; Canada’s action plan for the implementation of United Nations Security Council resolutions on women, peace and security, viewed 17 February 2016, <http://www.international.gc.ca/START-GTSR/women_canada_action_plan-plan_action_femme.aspx?lang=eng>.

Government of Canada 2016, Canada’s response to the conflict in Syria, viewed 21 February 2016, <http://www.international.gc.ca/development-developpement/humanitarian_response-situations_crises/syria-syrie.aspx?lang=eng>.

Harper, T. 2014, FIFA president says Canada on its way to hosting a World Cup, The Globe and Mail, viewed 21 February 2016, <http://www.nytimes.com>.

CANADAReferences

Human Rights Watch 2016, Canada: Human Rights Failures. Government should Reverse Stance at Home, Abroad, viewed 10 February 2016, <https://www.hrw.org/news/2016/01/27/canada-human-rights-failures>.

Inglis, C., 1995, Multiculturalism: New Policy Responses to Diversity, viewed 21 February 2016, <http://www.unesco.org/most/pp4.htm>.

Justin Trudeau 2015, Prime Minister Justin Trudeau delivers a speech to the Assembly of First Nations Special Chiefs Assembly, viewed 16 February 2016, <http://pm.gc.ca/eng/news/prime-minister-justin-trudeau-delivers-speech-assembly-first-nations-special-chiefs-assembly>.

Law Now 2013, Bill of Rights in Canada, viewed 17 February 2016, <http://www.lawnow.org/bills-of-rights-in-canada/>.

Parliament of Canada 2005, Bill C-38: The Civil Marriage Act, viewed 21 February 2016 <http://www.lop.parl.gc.ca/About/Parliament/LegislativeSummaries/bills_ls.asp?ls=c38&Parl=38&Ses=1>.

CANADAReferences

Smith, M. 2005, Explaining Human Rights Protections: Institutionalist Analysis in the Lesbian and Gay Rights Case, viewed 21 February 2016, <https://www.cpsa-acsp.ca/papers-2005/Smith,%20Miriam.pdf>.

Statistics Canada 2015, Immigration and Ethnocultural Diversity in Canada, viewed 21 February 2016, <https://www12.statcan.gc.ca/nhs-enm/2011/as-sa/99-010-x/99-010-x2011001-eng.cfm>.

The Heritage Foundation 2016, 2016 Index of Economic Freedom – Canada, viewed 21 February 2016, <http://www.heritage.org/index/country/canada>.

The Hofstede Centre N.D, Canada, viewed 23 February 2016, <http://geert-hofstede.com/canada.html>.

The World Bank 2016, Canada, viewed 21 February 2016, <http://data.worldbank.org/country/canada>.

Television Bureau Of Canada 2015, TV Basics 2014-2015, viewed 21 February 2016, <http://www.tvb.ca>.

CANADAReferences

United Nations 2014, General Assembly Recognizes Value of Sports as Tool for Peace, Development, During Debate Reviewing Resolution’s Implementation, viewed 22 February 2016, <http://www.un.org/press/en/2014/ga11572.doc.htm>.

United Nations Human Development Programme 2015, Canada – Human Development Indicators, viewed 21 February 2016, <http://hdr.undp.org/en/countries/profiles/CAN>.

U.S. Department of State 2014, Country Reports on Human Rights Practices for 2014 – Canada, viewed 21 February 2016, <http://www.state.gov/j/drl/rls/hrrpt/humanrightsreport/index.htm?year=2014&dlid=236672>.

Wilson, T. 2015, Hopeful indigenous reaction to Justin Trudeau’s cabinet picks, CBC News, viewed on 21 February 2016, <http://www.cbc.ca/news/aboriginal/aboriginal-leaders-react-cabinet-choices-1.3303972>.

World Economic Forum 2014, Economies: Canada,viewed on 21 February 2016, <http://reports.weforum.org/global-gender-gap-report-2014/economies/#economy=CAN>.

World Values Survey 2015, Findings and Insights, viewed 16 February 2016, <http://www.worldvaluessurvey.org/WVSContents.jsp>.

CANADAPhoto Credits

All photos, icons and images sourced from: pixabay.com.Public domain. No attribution required.

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