ASC General News

ASC Elects 2010/2011 Board of Directors at Annual Meeting

ASC Board of directors

ASC Held its Annual Meeting on April 27 at 8:30 a.m. at the Four Seasons Hotel Toronto. During the meeting, ASC President and CEO, Linda Nagel expressed ASC’s appreciation for industry and public volunteers who donate their time and expertise to ASC to ensure the integrity and the viability of the self-regulatory process. Also highlighted were some of the year’s key achievements, including the publication of the Code Interpretation Guideline on Motor Vehicle Advertising, the first annual audit of the Canadian Children’s Food and Beverage Advertising Initiative, a revised edition of the Guidelines for Cosmetic Advertising and Labelling Claims and an updated version of the Trade Dispute Procedure.

Following the election of Directors at the Annual Meeting, the Board convened to elect its 2010/2011 officers, electing Randy Otto as Chair of the Board for a second consecutive term.

ASC 2010/2011 Board of Directors
Executive Committee
Randy Otto (Chair), Pattison Outdoor Advertising
John Coyne (Vice Chair), Unilever Canada Inc.
Lorraine Hughes (Treasurer), OMD Canada
Ron Lund, Association of Canadian Advertisers Inc.
Jani Yates, Institute of Communication Agencies
Linda Nagel (President and CEO), Advertising Standards Canada
Christina Bisanz, Ontario Long Term Care Association
William Chambers, Canadian Broadcasting Corporation
Yanik Deschênes, Association of Quebec Advertising Agencies
Patrick Dickinson, The Bay
J. Eric Glass, Procter & Gamble Inc
Anne-Marie LaBerge, TELUS
Natalie Larivière, Transcontinental Media G.P.
Marianne Lauzon, L’Oréal Canada Inc.
Joel Levesque, Moosehead Breweries Limited
Breydon MacDonald, CHUM Radio /CTVglobemedia
Sandy MacLeod, Toronto Star
Brett Marchand, Cossette Inc.
Jon Medline, Canwest Television Limited Partnership
Kevin Skinner, Consumer Care, Bayer Inc.
Crawford Wright, Astrazeneca Canada Inc.

CAI Program Expands Core Principles for 2010

Participants in the Canadian Children’s Food and Beverage Advertising Initiative (CAI) have expanded the core principles of the program to require that 100 per cent of their advertising directed primarily to children under 12 years of age will be for better‐for‐you products – double the original requirement.

In addition, to ensure program flexibility and responsiveness, the advertising media covered by the CAI have been expanded to include advertising on:

  • video and computer games rated “Early Childhood” or “EC,” which are inherently primarily directed to children under 12, and other games that are age‐graded on the label and packaging as being primarily directed to children under 12;
  • DVDs of movies that are rated “G” whose content is primarily directed to children under 12, and other DVDs whose content is primarily directed to children under 12; and
  • mobile media such as cell phones, PDAs and through word of mouth where advertising on those media is primarily directed to children under 12.

These expanded core principles reflect the commitment of the participants to continue to broaden their efforts to support healthier dietary choices and healthy lifestyles for children.

Learn more about the Canadian Children’s Food and Beverage Advertising Initiative.

ASC Publishes 2009/2010 Annual Report

The ASC 2009/2010 Annual Report is now available online and in print. The Annual Report reviews the activities of ASC over the past year and features the volunteers, members, Board of Directors and ASC staff who contribute to self-regulation in Canada.

Download the ASC 2009/2010 Annual Report.

Robert E. Oliver 2010 Scholarship Awarded

ASC awarded the 2010 Robert E. Oliver Scholarship to Marie-Anne Lalonde, a third-year undergraduate student studying Communications Marketing at the Université du Québec à Montréal. In addition to her outstanding academic results and her involvement in the student community, Marie-Anne is determined to make a difference by applying her skills in marketing to the service of organizations such as the Association of People with Visual Disabilities of Saguenay Lac-St-jean and Operation Red Nose.

The Robert E. Oliver Scholarship, first awarded in 1986, was established to promote the professional practice of advertising. It commemorates Robert E. Oliver, one of the pioneers in Canadian advertising self-regulation and the first president of Advertising Standards Canada (then called the Canadian Advertising Advisory Board). This cash award recognizes individuals with outstanding academic achievements, who have an exemplary record of service to the community and who plan on pursuing a career in advertising or marketing.

ASC 2010 Q1 Consumer Complaints Report Now Online

ASC has released its 2010 Q1 Consumer Complaints Report covering the period from January 1 to March 30, 2010 and Recent Complaints Summaries, covering the period from April 1 to May 6, 2010. The reports provide case summaries of consumer complaints about advertising that were upheld by the Consumer Councils under the provisions of the Canadian Code of Advertising Standards.

ASC Member Profile

Lorraine Hughes, President, OMD Canada and Treasurer, ASC Board of Directors

Lorraine Hughes One of Canada’s leading and most innovative media agencies, OMD Canada has been a committed and hands-on contributor to ASC’s activities and initiatives through the dedication and involvement of OMD President, Lorraine Hughes. More

ASC Clearance News

ASC Clearance Services Announces Additional Marketed Health Products Workshop

Thanks to the very positive response to ASC Clearance Services’ Marketed Health Products workshop on May 4 (sold out), an additional workshop has been scheduled for Thursday, June 24, 2010.

This will be an interactive, introductory workshop to help nonprescription drug and natural health product advertisers and their agencies apply the Consumer Advertising Guidelines for Marketed Health Products (Guidelines).

Using ads as examples and the Guidelines as the basis for review, this session will illustrate the dos and don’ts of advertising nonprescription drugs and natural health products in Canada.

This workshop will be of particular interest to regulatory affairs, marketing, advertising and agency professionals involved in the development of nonprescription and natural health product advertising.

Find our more and register for this event today.

ASC Clearance Services Children’s Advertising Workshops

In early March, ASC Clearance Services held two very successful children’s advertising workshops, hosting a total of 65 attendees who worked with ASC analysts to better understand how to get children’s commercials to air. The workshops were presented with a special emphasis on understanding commonly referenced clauses in the Broadcast Code for Advertising to Children, including: factual presentation, avoiding undue pressure, endorsements, price and purchase terms, comparison claims, and safety and social values. Positive feedback from attendees included, “…very helpful for those of us who are starting to develop children’s ads,” and “I now have a much better understanding of the rules.”

Visit the ASC Clearance Services website for information about upcoming workshops.

New Children’s Broadcast Advertising Clearance Guide Published

In March 2010, ASC released the new Children’s Broadcast Advertising Clearance Guide. The guide was developed to help advertisers, advertising agencies and broadcasters develop commercials that comply with The Broadcast Code for Advertising to Children (Children’s Code). “By using the guide, stakeholders will gain a better understanding of which commercials require clearance, the key elements of getting a children’s commercial to air, and the key elements of the Children’s Code,” says Nicole Bellam, Vice President, ASC Clearance Services.

Health Canada Posts New Interim Guidance Document: Fair Balance in Direct-to-Consumer Advertising of Vaccines

Health Canada recently posted the December 8, 2009 interim guidance document entitled Fair Balance in Direct-to-Consumer Advertising of Vaccines. This guidance document applies to all Food and Drugs Act Schedule D vaccines and provides clarification about the information that should be included in vaccine advertising in order to meet the intent of Section 9(1) of the Food and Drugs Act. Read the new guidance document.

CFIA Publishes Changes to the Guide to Food Labelling and Advertising

The Canadian Food Inspection Agency (CFIA) recently released significant revisions to Section 8 of the Guide to Food Labelling and Advertising. The revisions include the addition of several new nutrient function claims (formerly biological role claims), three new function claims and a detailed section on probiotic claims. Visit the CFIA site for more information.

Strength in Members

New Members Join ASC

Membership in ASC demonstrates a commitment to responsible advertising self-regulation. We are delighted to announce the following new member and welcome them to ASC.
The Canadian Group (Official Representative: Sue Harrison, Manager Communications and Media)
The Canadian Group carries a diversified portfolio of proprietary products manufactured and sold globally, specializing in puzzles, games, activities and novelty items.

Communicating ASC Membership to Consumers

Is the link to your corporate website on A link to your corporate website from ASC’s site is an effective way to communicate your membership to consumers and to provide them with a gateway to your site. Please contact Rick Andrew at 416-961-6311 ext. 241 for more information or to provide your company’s URL. Learn more about the benefits of ASC membership.

Upcoming Industry events and courses

Check Out Upcoming Industry Events & Courses

ICA Professional Development Workshops and Courses
ACA Spring Courses
CMA Events

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, and media organizations.