Mr. Chairman and honourable members, on behalf of the Direct Sellers Association of Canada, I want to thank you for the opportunity to appear before the committee today.
Since 1954, the Direct Sellers Association has established and upheld rigorous standards, ethics, and good business practices as the recognized voice of our industry.
As an industry that connects more than 1.3 million Canadians to entrepreneurial opportunity and enrichment, we provide assurance of member company integrity and a foundation of trust for independent sales contractors and consumers.
Our 43 member companies, which include such well-known names as Amway, Avon, Mary Kay, Tupperware, and their ISCs, market and distribute a wide range of products and services directly to consumers, usually but not exclusively in the consumer's home rather than from traditional fixed retail locations. Generally these products and services are sold in the context of group presentations, generally known as party plan, or on a personal consultation basis.
Direct selling contributes significantly to the Canadian economy. Our labour pool includes 3,900 permanent employees and 1.3 million ISCs, who earned an estimated $1.1 billion in income. In a socio-economic impact study conducted by Ernst & Young, when using an income multiplier, the industry's total impact on the Canadian economy was in excess of $1.57 billion—a very significant direct economic impact of the industry's activity in Canada.
As I stated earlier, more than 1.3 million individual Canadian women and men were engaged in operating their own direct selling businesses with more than $2.2 billion in sales. It should be noted that 88% are women, 81% are married, and 56% have full-time jobs and use the business opportunity to earn extra income. Additionally, 15% work part time with no other occupation.
Despite the challenging economic times, direct selling in Canada is performing reasonably well, with sales and independent sales contractor participation growing in most areas, which is somewhat counter-cyclical to the current economic conditions we face.
People enter direct selling for a variety of reasons, including unemployment. In fact, the socio-economic impact study I referenced earlier found that 11% of direct sellers were unemployed prior to entering the direct selling industry.
Our industry has an enormous capacity to create income-earning opportunities and to change lives, including transitioning individuals from dependence on EI to independence. We regard direct selling as a legitimate and accessible form of self-employment or income-generation, a fact that is acknowledged by the Canada Revenue Agency, the Department of Finance, and the Competition Bureau, all of whom we have worked with very cooperatively for many years.
However, on the matter of transitioning from EI benefits to self-employment, we have not experienced the same legitimacy. On that point we have heard anecdotal evidence from members over the years that causes some concern. Members have told us about being refused access to HRSDC-sponsored job fairs, company information not being allowed in EI centres, and about individuals on EI benefits being discouraged from entering direct selling.
For example, we have heard that for individuals considering entering our industry while on EI benefits, the program will count time spent establishing a direct selling enterprise against the hours available for work. This will result in a reduction of benefits despite the fact that there may be no income generated in the preliminary weeks of this new enterprise.
This creates a disincentive to pursuing this type of self-employment prior to the end of the benefit period. However, HRSDC does recognize self-employment and has created a self-employment benefit for individuals starting a business, including a home-based business but not a direct selling business nor a business that is commission sales based.
Since our submission to the committee, Minister Finley has already responded to our submission, which we had copied to her, and I recently met with the minister and officials from her department.
There was agreement that further dialogue is necessary to discuss possible program improvements to ensure that there are no artificial impediments to pursuing a variety of self-employment opportunities while on EI benefits.
I want to thank the minister for her support and genuine interest in providing Canadians with a variety of income-earning opportunities.
The other issue I want to raise today has to do with the GST direct sellers alternate collection mechanism used by our industry. This unique mechanism was developed at the time GST was introduced in 1991 and has been a shining example of industry and government cooperation in tax policy development.
The direct sellers mechanism allows for the pre-collection of GST/HST by direct selling companies at the time of sale to their independent sales contractors based on the suggested retail price. The ISCs do not have to be involved at all.
The result is administration savings, not only for the ISCs in terms of the cost of operating their own small business but also for CRA in not having to administer the GST for hundreds of thousands of small and micro-entrepreneurs.
It has been a win-win-win for everyone, with the government getting tax at the max in a timely and secure manner.
The problem, however, is that the mechanism currently does not allow the growing proportion of the direct selling industry, which operates on a sales representative model as opposed to a buy-sell model with the ISCs.
Recognizing this inequity, the DSA has been advocating before this committee and the Department of Finance for more than a decade now for an expansion of the mechanism in order that it will apply to all the direct selling industry. As you can readily appreciate, the DSA applauded the government in a press release on January 27 of this year for announcing amendments to the DSM in the most recent 2009 federal budget.
The changes announced in the budget are intended to benefit thousands of additional independent sales contractors in the industry; however, as is often the case, the devil is in the details, with the government now preparing to implement the recommended change in a budget implementation bill. For the January 2010 start date, there is still one outstanding technical issue.
We have been in discussion with the department and the minister's office to finalize this technical issue, but we remain concerned that it may not be achieved. We are hopeful, however, that the government, having made it clear that this is an appropriate policy change, will ensure the technical matter is dealt with in order to ensure this measure will have the effect intended by the government, by maximizing its use for the benefit of direct selling companies, the ISCs, and the federal government. Otherwise we are very concerned it will not achieve its intended objective.
In this respect, Mr. Chairman, we ask for and urge the committee's support on this final point.
Thank you.