"The C.A.R.E.S. Code of Ethics is designed to set and maintain consistent standards for advertising and promotional materials for all of our industry members throughout Canada," stated Bob Ramsay, President of the COHV. "We are committed to the public, to the integrity of the industry in which we operate and to each other when it comes to promoting product features, user safety and preserving the environment."

"Canadians expect more and want more from manufacturers and distributors of consumer products," commented Ramsay. "The ATV and off-road motorcycle industries believes that consumers deserve product information that is clear, concise and helpful and at the same time is socially and environmentally responsible."