Barclays Global Investors Canada Ltd. today launched a campaign designed to openly challenge the status quo in the Canadian investment landscape and encourage other players to do the same.

The campaign, called “Ask the Right Questions,” will unfold in a series of bold ads targeting the investment community.

Specifically, the campaign is designed to speak out against some of the current flaws in the nature of the Canadian investment landscape.

These flaws, according to Barclays Canada, are systematic problems like: questionable product design, hidden costs, tax inefficiencies and incomplete advice.

“This campaign is our opportunity to include our voice in a growing movement that demands better practices in our industry,” says Heather Pelant, head of iShares, Barclays Canada. “It is time to foster an environment of due diligence and evolve toward a more disciplined, rational and clearly thought out approach to investing — one that champions science over emotion, knowledge over ignorance and transparency over everything.”

“The campaign was developed to generate awareness and raise questions that would provoke thinking and advocate for more truth, clearer investment decisions and responsible actions on the part of all industry players,” adds Pelant.

Barclays Canada is a leading provider of exchange traded funds. As at December 31, 2007, Barclays Canada managed over $74 billion in Canadian assets and in other assets for Canadian clients, including over $17 billion in the TSX-listed iShares Funds.