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About the DSEF

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Direct Selling Education Foundation (DSEF)

DSEF Logo Colour

The Direct Selling Education Foundation (DSEF) is a not-for-profit organization established by the Canadian DSA in 1994 to promote public awareness of the direct selling industry in Canada. The DSEF serves the public interest through educational programs, research into direct sales and micro enterprise, and the establishment of links with consumer and government organizations. The DSEF is focused on providing programs and information that address issues of importance to business leaders, academics, students, public policy officials, and members of the micro-entrepreneurial community.

The work being done by the DSEF to help promote consumer protection and ethical business standards doesn’t happen on its own. It is the result of the efforts of a collection of senior executives from DSA member companies, academics who share a passion for micro-entrepreneurship and support the industry through their research programs, and others from government to business executives outside of the industry, who understand the impact that the direct selling industry has on the Canadian economy.

DSA Team 2
DSEF Board members and DSA staff during the JA Canada Youth Entrepreneurship Tradeshow


To serve the public interest by advancing the direct selling industry’s support of consumer rights and protection, education about the industry, ethical leadership and individual economic empowerment.