SBD/December 22, 2015/Marketing and Sponsorship

Reebok-CCM To Cease Hockey Helmet Safety Claims Amid Canadian Government Scrutiny

Canada’s Competition Bureau for the second time in just over a year has "taken a manufacturer of hockey helmets to task over advertising that suggested their equipment could protect users from concussions," according to Susan Krashinsky of the GLOBE & MAIL. Reebok-CCM Hockey has "agreed to change advertising, packaging and other marketing materials for the CCM Resistance helmet that 'created the impression that the helmet would protect players from head injuries such as concussions.'" The company has also "agreed to donate sports equipment worth $475,000 [all figures C] to organizations supporting young people in sports, and to pay $30,000 to the bureau to cover part of the cost of the investigation." The bureau "reached a similar agreement" with Bauer Hockey last year. The Competition Bureau said that the issue is "not that Reebok made the claims without testing its helmets." Rather, the bureau’s concern is that there are "no tests it considers thorough enough to be able to make claims about concussion protection" (GLOBE & MAIL, 12/22).
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