Advertising Standards Canada releases Ad Complaints Report - 2012 Year in Review

TORONTO, March 26, 2013 /CNW/ - Advertising Standards Canada (ASC) today released its Ad Complaints Report- 2012 Year in Review. The Report provides information about consumers' complaints submitted to ASC in 2012 for review under the Canadian Code of Advertising Standards (Code).

Complaints Snapshot:

  • Consumers submitted 1,310 complaints about 1,057 advertisements - a 28% decrease from the previous year
  • ASC's independent Standards Councils found 116 complaints, concerning  87 advertisements, contravened the Code
  • Retail advertising garnered the most complaints (247)

"With the current uncertain economic climate, the nature of consumer's complaints about advertising is changing," stated Janet Feasby, Vice President, Standards. "For the second year in a row more complaints were submitted about allegedly inaccurate or misleading advertising than about advertising consumers found offensive or inappropriate," noted Feasby.

The 2012 Ad Complaints Report, as well as case summaries of consumers' complaints upheld by the Standards Councils, are available on ASC's website (

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.

Advertising Standards Canada

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

  • 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 ( ) or by letter (ASC, 175 Bloor Street East, South Tower, Suite 1801, Toronto, Ontario, M4W 3R8).
  • Complaints that raise potential issues under the Code are reviewed and adjudicated by independent, volunteer Standards Councils that include senior industry and public representatives.

  • Summaries of upheld complaints are published in ASC's online Ad Complaints Reports, at

SOURCE: Advertising Standards Canada

For further information:

Janet Feasby
Vice President, Standards
Tel: (416) 961-6311, ext. 243

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