Advertising Standards Canada releases Ad Complaints Reports



    TORONTO, May 4 /CNW/ - Advertising Standards Canada (ASC) released its Ad
Complaints Report - 2008 Year in Review at its Annual Meeting last week in
Toronto. The Report provides information about consumers' complaints submitted
to ASC in 2008 for review under the Canadian Code of Advertising Standards
(Code).

    
    2008 Complaints snapshot:
    -   ASC received 1,119 complaints from consumers about 778 advertisements
    -   126 complaints, concerning 66 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 (154)
    

    "From the complaints submitted to ASC in 2008, it appears that consumers
are scrutinizing advertising - particularly retail advertising - with an
increasingly critical eye. More than ever before, consumers cited concerns
about advertisements that contained pricing errors, omitted relevant
information, or lacked clarity," noted Janet Feasby, Vice President,
Standards.
    The 2008 Ad Complaints Report and the Q1 2009 Ad Complaints Report, which
includes case summaries of consumers' complaints upheld by the independent
Consumer Response Councils, are now available on ASC's website
(www.adstandards.com).

    Advertising Standards Canada is the national 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.

    
    May 4, 2009

                                 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 online Ad Complaints
        Reports, 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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