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ASC NEWS

The Canadian Children’s Food and Beverage Advertising Initiative: 2010 Compliance Report

The Children’s Advertising Initiative (CAI) is a voluntary initiative by 19 of Canada’s leading food and beverage companies that have committed to shifting their advertising directed to children under 12 to the promotion of better-for-you products, or to not advertise to children.

As the administrator of this initiative, ASC approves and publishes the participating companies' program commitments; annually audits their compliance; and publicly reports on their results. The 2010 compliance report will be released on Thursday, September 29, 2011. The 2010 compliance report will be posted with past reports here.

ASC is pleased to welcome Danone Inc. (Danone) as the CAI’s newest member. Danone, a leading producer of yogurt and other fresh dairy products, has committed to only advertise products that meet the CAI’s nutrition criteria to children under 12 years of age on television, Internet, in print and in other media covered by the program.

Robert E. Oliver Scholarship

Each year, ASC awards the Robert E. Oliver Scholarship to recognize the academic excellence and outstanding citizenship of a student studying marketing and advertising. This $1,500 scholarship is in commemoration of Robert E. Oliver, an architect of advertising self-regulation in Canada and the first president of ASC (then called the Canadian Advertising Advisory Board). First awarded in 1986, this scholarship is conferred upon a student studying in either English or French at a Canadian university or college and planning to pursue a career in advertising or marketing. Past recipients of the Robert E. Oliver scholarship are presented here.

Students interested in applying for this award should submit their applications to the Program Chair/Coordinator of their college or university. Each institution will submit one application to ASC by February 27, 2012. The recipient will be profiled in our upcoming Annual Report and announced at our Annual Meeting in May. Questions regarding the process or requirements should be submitted to ASC by the Program Chair/Coordinator.

Q2 Complaints Report 2011 Now Available

ASC’s Complaints Report from the second quarter of 2010 is online. The Report, containing summaries of consumers’ complaints that have been upheld by the Consumer Response Councils (Councils), covering complaints from April through June is available here. Summaries of complaints upheld by Councils since July 1 are available, here.

ASC’s Ad Complaints Database is searchable by period, product/advertiser category, media type, Code clause(s), and key word.

Member Presentations and Consultations on Code Requirements

ASC offers custom presentations on the Canadian Code of Advertising Standards (Code). These presentations are tailored to each member company. Members learn about the Code, Consumer Complaints Process and Trade Dispute Procedure. Please contact Tim Peel, Director, Membership and Communications, to learn more.

In addition to these tailored presentations, ASC is available to members for Code consultations. Through these phone or email consultations, ASC will assess proposed creative to determine whether there are potential Code issues or concerns. Please contact Janet Feasby, Vice President, Standards, to learn more.


Advertising Standards Canada (ASC) is the national not-for-profit advertising industry self-regulatory body committed to creating and maintaining community confidence in advertising. 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. ASC members include leading advertisers, advertising agencies, media organizations and suppliers to the advertising industry.