CBC interviewed David Silver, a professor at UBC Sauder School of Business, for an article about a shopper who was signed up for a credit card without her knowledge.
Loblaws hired a marketing company to convince shoppers to sign up for cards by offering a survey, but then sent one woman a credit card without her consent.
Silver said companies can outsource work but not ethics.
“If you hire a firm to do something for you … it’s your responsibility that they act in an ethical manner,” he said.