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ASC NEWS

ASC Releases 2012 Compliance Report on Canadian Children’s Food and Beverage Advertising Initiative

In September 2013, ASC released its annual Canadian Children’s Food and Beverage Advertising Initiative (CAI) Compliance Report. Covering 2012, the Report confirms companies participating in the CAI are maintaining a high level of compliance with their program commitments.

ASC is also pleased to announce Mondelēz Canada is continuing to participate in the initiative following its split from Kraft Foods, and has committed to only advertise products meeting the CAI’s nutrition criteria to children under 12 years of age in media covered by the program.

"We are delighted that Mondelēz Canada has reaffirmed its participation in this important voluntary program," said Linda J. Nagel, President and CEO of ASC. "Over the past five years, the CAI has significantly changed the landscape of food and beverage advertising to children under 12."

The CAI was launched by Canada’s food and beverage industry in April 2007. Under this voluntary initiative, leading Canadian food and beverage advertisers have committed to either not direct advertising primarily to children under the age of 12, or to shift their advertising to products that are consistent with the principles of sound nutrition guidance.

As the administrator of the initiative, ASC approves and publishes the participating companies’ program commitments, audits their compliance and publicly reports on the results.

For more information on the CAI initiative, visit www.adstandards.com/childrensinitiative

Case Summaries of Recently Upheld Complaints Now Available

ASC regularly publishes case summaries of consumer complaints upheld by the Standards Council regarding advertisements found to contravene the Canadian Code of Advertising Standards (Code). Case summaries of upheld complaints for July 1, 2013 – September 30, 2013, can now be found here.

ASC to Release Consumer Research in Partnership with The Gandalf Group

ASC has commissioned The Gandalf Group to conduct research with Canadian adults to understand consumer impressions of advertising and advertising standards, and consumer perceptions and expectations around acceptable and unacceptable advertising. The research report is scheduled for release by the end of 2013.

ASC Invited to Present at 2013 International Roundtable on Broadcast Advertising

On August 27, 2013, ASC President and CEO, Linda J. Nagel, participated in an international roundtable session on broadcast advertising standards in Seoul, Korea, where she discussed industry self-regulation and ASC’s role in setting standards, adjudicating consumer complaints and providing advertising preclearance. In a roundtable comprised mainly of regulatory bodies, ASC was in a unique position to present the benefits of self-regulation in advertising from a Canadian perspective to broadcast regulators from numerous countries, including Korea, Vietnam, Nepal, New Zealand, Germany and Taiwan. The Korea Communications Standards Commission (KCSC) hosted the roundtable and sponsored ASC’s participation.

New Program Provides Consumers More Choice Regarding Online Advertising

The Digital Advertising Alliance of Canada (DAAC) has launched a new self-regulatory program that provides consumers more information and choice regarding online behavioural advertising. The Canadian Self-Regulatory Program for Online Behavioural Advertising features the "Ad Choices" icon, which tells consumers that participating companies adhere to an accepted set of principles that provides consumers with transparency and more control over online behavioral, or interest-based ads. The icon, which is also used in the United States and Europe, links to information about interest-based advertising and an online tool that allows consumers to opt out of this type of advertising, if they choose.

ASC, a member of the DAAC, has been asked to operate the accountability program to help ensure participating companies are complying with program principles. ASC will monitor participants, accept complaints and report on non-compliance. More information about the program can be found at www.youradchoices.ca or www.votrechoixdepub.ca.

Robert E. Oliver Scholarship Now Accepting Applications

Do you know any marketing or advertising students who would be interested in applying for scholarship funds? Each year, ASC awards one $1,500 scholarship to a full-time post-secondary student who is enrolled in an undergraduate advertising or marketing program at a Canadian university or college.

The Scholarship was established to commemorate ASC’s first president, Robert E. Oliver, a pioneer of Canadian advertising self-regulation.

Students interested in the award should submit their applications to the program chair or coordinator at their college or university. Only one student per institution may be nominated.

The deadline for nominating students for the Robert E. Oliver Scholarship is February 28, 2014.

Learn about previous scholarship recipients.

ASC in the Community

ASC’s National Standards Coordinator, Amy Kedrosky, visited Humber College in September to present an introductory session on the Canadian Code of Advertising Standards (Code) to students in the Advertising Account Management Program. Students were able to learn about the Code and its clauses, see advertising case studies and participate in discussions on Code compliance.


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.