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ASC’s Annual and Special General Meeting & Breakfast Program held on May 3, 2012

ASC’s Annual and Special General Meeting & Breakfast Program was held on May 3, 2012, at the Sutton Place Hotel in Toronto. The morning’s keynote speaker was Jonathan Salem Baskin, marketing consultant and co-author of Tell The Truth: Honesty is Your Most Powerful Marketing Tool, released in April 2012. Baskin focused on how smart companies realize that every communications medium, especially peer-to-peer online conversations, can and will be used by consumers to ultimately determine what is true.

Advertising Standards Canada Announces 2012/2013 Board of Directors

Advertising Standards Canada is pleased to announce that John Coyne has been re-elected Chair of the Board for the coming year. The 2012/2013 Board of Directors includes the following members:


John Coyne
Unilever Canada Inc.

Patrick Dickinson
(Vice Chair & Treasurer)
The Bay

Sandy MacLeod
(Vice Chair)
Toronto Star

Randy Otto
(Immediate Past Chair)
Pattison Outdoor Advertising

Ron Lund
(Member at Large)
Association of Canadian Advertisers Inc.

Jani Yates
(Member at Large)
Institute of Communication Agencies

Linda Nagel
(President and CEO)
Advertising Standards Canada


Christina Bisanz
Consumers Council of Canada

Dom Caruso
Leo Burnett Canada

William B. Chambers

J. Eric Glass
Procter & Gamble Inc

Marie-Josée Lamothe
L’Oréal Canada Inc.

Natalie Larivière
Transcontinental Media G.P.

Gary Maavara
Corus Entertainment Inc.

Brett Marchand

Nancy Marcus
Kruger Products L.P.

Jon Medline
Shaw Media Inc.

Kevin Skinner
Bayer Inc.

Crawford Wright
AstraZeneca Canada Inc.

Special acknowledgement to our outgoing director, Joel Levesque, of Joel Levesque Public Affairs Counsel. Joel has served on the ASC Board of Directors since 2009. We thank him for his dedication and insight.

ASC Publishes 2011/2012 Annual Report

ASC’s 2011/2012 Annual Report is now available. The Report highlights ASC’s initiatives over the past 12 months and features the individuals who help make them happen: our volunteers, members, Board of Directors and staff.

Report on Consumers' Complaints

ASC released its Ad Complaints Report - 2011 Year in Review. The Report provides information about consumers' complaints submitted to ASC in 2011 for review under the Canadian Code of Advertising Standards (Code).

Highlights from of the 2011 Ad Complaints Report include:

  • Consumers submitted 1,809 complaints – a 51% increase from 2010!
  • ASC’s independent volunteer Standards Councils upheld 146 complaints, concerning 83 advertisements.
  • Consistent with previous years, advertising on television generated the highest number of complaints by media at 686.
  • The Retail category of advertising garnered the most complaints with 252.

ASC regularly reports on complaints that have been upheld by Councils. ASC’s Ad Complaints Database is searchable by timeframe, product/advertiser category, media type, Code
clause(s), and key word.

ASC Awards Jackie McKinley with the 2012 R.E.O. Scholarship

The 2012 Robert E. Oliver Scholarship recipient is Jackie McKinley, a third-year undergraduate student in Marketing at the University of Calgary’s Haskayne School of Business. In addition to her academic excellence, Jackie is actively involved in giving back to her community. As Director of Community Development for Haskayne’s Commerce Undergraduate Society she has helped organize various charitable and fundraising events.

Each year, ASC awards this scholarship to recognize the academic excellence and outstanding citizenship of a student studying marketing and advertising. The scholarship is in commemoration of Robert E. Oliver, an architect of advertising self-regulation in Canada and our organizations’ first president.

Member Presentations and Consultations on Code Requirements

ASC offers custom presentations regarding the Canadian Code of Advertising Standards (Code). Presented by Janet Feasby, ASC’s Vice President, Standards, these presentations are tailored to each member company. Members learn about the Code, Consumer Complaints Process, and the Advertising Dispute Procedure.

In addition to these tailored presentations, Standards staff is available to members for Code consultations.

Advertising Dispute Procedure (formally Trade Dispute Procedure)

ASC’s Trade Dispute Procedure has recently been renamed the Advertising Dispute Procedure. This new name better reflects that the procedure is open to all advertisers, not just commercial competitors.

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.