CCM sold a hockey helmet as concussion protection — the tests didn't say that

Reebok-CCM marketed the CCM Resistance hockey helmet with words, images and videos that created the impression the helmet would protect players from head injuries — specifically concussions. The company had tested the helmet before making the claims. The Bureau concluded the testing was not adequate and proper to support them: helmet standards of the day measured protection against catastrophic brain injuries like skull fractures, and the science on whether any helmet prevents concussions was unsettled.

The case settled on 21 December 2015: Reebok-CCM agreed to stop the concussion-protection claims for the Resistance helmet and similar products, to remove or modify remaining claims from packaging and online marketing, to donate $475,000 of sports equipment to Canadian youth charities, to pay $30,000 toward the Bureau's costs, and to run an enhanced compliance program that reaches its retailers' claims too.

Commissioner John Pecman framed the settlement as putting equipment in young players' hands instead of spending on litigation. The case set the Canadian standard for safety-sport claims: a protection promise needs testing that actually tests what is promised — and what the testing measured, not what the ad implies, is the claim.