Groundbreaking study uncovers the truth about consumer attitudes towards personal privacy.
TORONTO, Nov. 20, 2012 /CNW/ - Advertising Standards Canada (ASC), in partnership with MacLaren McCann, today released The Truth About Privacy: Canada and Beyond, a groundbreaking report on emerging international trends in online engagement and Canadian consumer attitudes towards privacy. The report was produced by McCann Truth Central, McCann's global thought leadership unit. It explores Canadians' perceptions of privacy, personal security and the benefits of sharing information with organizations.
"The very notion of personal privacy has changed in our digital world." remarked ASC President and CEO Linda Nagel, "What was once considered private information is freely shared. Whether on social networks with friends or information sharing with a company for a benefit, Canadians are generally open to this kind of engagement."
The report revealed a complex environment for both the private and public sectors, examining the role of brands, marketing and privacy protection in what McCann Truth Central calls the "new normal". The erosion of privacy is one of the most important issues to Canadians, second only to a further global financial crisis, but ahead of climate change and increased levels of terrorism.
"Canadians are well aware of the various ways they trade data with brands and businesses, and even how this data is used," said Laura Simpson, Global Director for McCann Truth Central and co-author of the report, "Consumers are increasingly willing to trade privacy for clear benefits and become what we call the 'savvy shopper'."
The report, commissioned by Advertising Standards Canada and conducted in French and English, drew on the responses of 1000 Canadians and six focus groups, and compared results with a similar international study last year also conducted by McCann Truth Central.
To view the results of the report, please visit www.adstandards.com/TruthAboutPrivacy
Advertising Standards Canada
Founded in 1957, ASC is the national independent advertising industry self-regulatory body committed to creating and maintaining community confidence in advertising. ASC members - leading advertisers, advertising agencies, media and suppliers to the advertising industry - are committed to supporting responsible and effective advertising self-regulation. A not-for-profit organization, ASC administers the Canadian Code of Advertising Standards, the principal instrument of advertising self-regulation in Canada, and a national mechanism for accepting and responding to consumers' complaints about advertising. Complaints are adjudicated by independent volunteer councils, comprising senior industry and public representatives. ASC reports to the community on upheld complaints through its online Ad Complaints Reports.
About McCann Truth Central
McCann Truth Central is McCann Erickson's global intelligence unit, with representation in more than 100 countries around the world. The group is dedicated to uncovering human truths to help brands make their mark in the world. For more about Truth Central and to access previous Truth Studies, visit: http://truthcentral.mccann.com/truth-studies/
SOURCE: Advertising Standards Canada
For further information: