Advertising Standards Canada releases Ad Complaints Report - 2009 Year in
Review

TORONTO, March 11 /CNW/ - Advertising Standards Canada (ASC) today released its Ad Complaints Report - 2009 Year in Review. The Report provides information about consumers' complaints submitted to ASC in 2009 for review under the Canadian Code of Advertising Standards (Code).

This Report also includes an overview of consumer complaints about advertising in the years spanning 2000 to 2009, and highlights changes over the past decade in consumers' concerns as expressed in complaints to ASC.

2009 complaints snapshot:

    
    -   ASC received 1,228 complaints from consumers about 760 advertisements
    -   80 complaints, concerning 56 advertisements, were determined to
        contravene the Code by the independent volunteer Consumer Response
        Councils
    -   The food advertising category, including advertising by food
        manufacturers, food retailers and restaurants, garnered the highest
        number of complaints (163)
    

"With the economic downturn, consumers have become increasingly value-conscious, comparing prices and searching for deals and discounts," stated Janet Feasby, Vice President, Standards. Feasby also noted that in 2009, ASC heard more frequently than ever from consumers when they did not get a product or service at the advertised sale price; when an advertised product was unavailable; and when important limitations on offers were not clearly disclosed.

The 2009 Ad Complaints Report, along with the Q1 2010 Ad Complaints Report, which includes case summaries of consumers' complaints upheld by the 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.

    
    March 11, 2010

                                 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: [phone]).

    -   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: Janet Feasby, Vice President, Standards, Tel: [phone], ext. 243, [email protected]