In its 1999 policy statement on Canadian television, the Canadian Radio-television and Telecommunications Commission (CRTC) emphasized that Canadian television programming should reflect the country’s cultural diversity. The Commission made it clear that when broadcasters apply for or renew their licences, they should demonstrate a commitment to cultural diversity through specific initiatives.

Diversity Guidelines for Broadcasters

In response, the Canadian Association of Broadcasters (CAB) created voluntary industry guidelines on portraying ethnic and visible minorities. Nearly all broadcasters (96 per cent) are members of the CAB, and they are expected to:

• ensure balanced coverage of issues
  
  
• refrain from broadcasting stories, news items or imagery that may incite hatred or contempt of others, based on ethnic or national heritage, colour, or religion
  
  
• be sensitive to the use of offensive language or stereotypical portrayals

The guidelines also require that broadcasters' commitment to cultural diversity be reflected in their hiring and training practices.

The issue of racial and ethnic diversity is also addressed by the CAB’s Code of Ethics, created in 1988. This code prohibits the broadcasting of abusive or discriminatory material based on race, ethnicity, age, sex, physical ability or marital status.

The application of these guidelines is overseen by the Canadian Broadcast Standards Council (CBSC). Formed by the CAB in 1986, this industry-regulated organization hears complaints about programming content by viewers and tries to resolve them through mediation at the local level, between broadcaster and complainant. Most complaints are resolved this way.

If a complaint about television or radio content is not resolved at the local level, the complainant can ask the CBSC to decide whether the broadcaster has contravened the guidelines. (He or she may also contact the CRTC directly.) The CBSC’s decision is made public, so that broadcasters and members of the public are better informed about broadcasting standards. The record of the complaint may also be raised by the CRTC when the station applies for its licence renewal.

Diversity Guidelines for Newspapers

The newspaper industry has no specific guidelines on cultural diversity and no body to hear and decide on complaints from the public. Although the Canadian Newspaper Association’s statement of principles does reinforce the need to represent the community, there is no clear commitment to fostering diversity in the nation’s newsrooms. Most newspapers belong to provincial or regional press councils, and those in Ontario, Manitoba, Alberta, British Columbia, the Atlantic provinces and Quebec all have policies on portraying ethnic and visible minorities. But since the industry is self-regulated, and membership in the councils is voluntary, there is no formal mechanism in place to ensure compliance.