Advertising Standards Canada Releases 2007 Ad Complaints Report



    TORONTO, March 7 /CNW/ - Advertising Standards Canada (ASC) today
released its 2007 Ad Complaints Report. The Report provides information about
consumers' complaints submitted to ASC in 2007 for review under the Canadian
Code of Advertising Standards (Code).

    
    2007 Complaints snapshot:

    -   ASC received 1,445 complaints from consumers about 980 advertisements
    -   193 complaints, concerning 56 advertisements, were determined to
        contravene the Code by the independent volunteer Consumer Response
        Councils (Councils)
    -   The retail advertising category garnered the highest number of
        complaints (196), followed by food advertising with 177 complaints
    

    "For the third consecutive year, more complaints were submitted to ASC
about advertising by retailers than any other category. Consumers cited
concerns about advertisements in both traditional media and on the Internet
that they believed were inaccurate, lacked clarity, or omitted pertinent
information," noted Janet Feasby, Vice President, Standards.
    The 2007 Ad Complaints Report, as well as case summaries of consumers'
complaints upheld by the independent Consumer Response Councils, is available
on ASC's website (www.adstandards.com).

    Advertising Standards Canada is the advertising industry self-regulatory
body. ASC administers the Canadian Code of Advertising Standards, the
principal instrument of advertising self-regulation in Canada, and accepts
complaints from consumers about advertising. ASC's members include leading
Canadian advertisers, advertising agencies and media organizations.

    
                                 FACT SHEET
                         Advertising Standards Canada

    -   Advertising Standards Canada (ASC) is the national, not-for-profit
        industry body committed to ensuring the integrity and viability of
        advertising in Canada through industry self-regulation.

    -   ASC's members include leading Canadian advertisers, advertising
        agencies, media organizations, and suppliers to the advertising
        industry.

    -   ASC administers the Canadian Code of Advertising Standards, the
        principal instrument of advertising self-regulation. The Code's
        clauses help ensure that advertising is truthful, fair and accurate,
        and are used to evaluate consumers' complaints about advertisements
        appearing in Canadian media.

    -   ASC accepts and responds to written complaints from consumers who
        have a concern about an advertisement appearing in Canadian media.
        Complaints can be submitted:
        -  online (www.adstandards.com)
        -  by letter or fax (Advertising Standards Canada, 175 Bloor Street
           East, South Tower, Suite 1801, Toronto, Ontario, M4W 3R8,
           fax (416 961-7904)
        -  Complaints that raise potential issues under the Code are reviewed
           and adjudicated by independent, volunteer National and Regional
           Consumer Response Councils that include both industry and public
           representatives
        -  Upheld complaints are published in ASC's quarterly Ad Complaints
           Reports, which are available on ASC's website
           (www.adstandards.com).

    -   ASC's recorded toll-free line provides information about the Canadian
        Code of Advertising Standards and the process for submitting consumer
        complaints: 1-877-656-8646.
    





For further information:

For further information: Janet Feasby, Vice President, Standards,
Toronto, Ontario, Tel: (416) 961-6311, ext. 243, janet.feasby@adstandards.com

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Advertising Standards Canada

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