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Canadian Code of Advertising Standards 2014 Revisions Now Posted

ASC’s Board of Directors approved minor amendments to the Canadian Code of Advertising Standards (Code) and the Consumer Complaint Procedure to clarify the following:

  • the definition of "political advertising";
  • Clause 1(d) regarding legibility of disclaimers;
  • administratively resolved complaints; and
  • the Code requirement for corrective action by retail advertisers.

The changes to the Code took effect February 1, 2014; members were sent details of the changes on January 14, 2014. The updated Code can be found here.

ASC’s 2013 Consumer Perspectives on Advertising

Everyone does have something to say about advertising. But what do Canadians really think? To find out, ASC commissioned The Gandalf Group to conduct research in order to gain insights into consumers’ attitudes about advertising. More than 1,500 Canadians participated in the online poll, which revealed numerous findings, including Canadians’ perceptions and concerns about advertising.

"When it comes to advertising, Canadians are clear, truth is paramount," said Linda J. Nagel, President and CEO of Advertising Standards Canada. "Advertising that fails to meet consumer expectations can have a direct impact on an advertiser’s bottom line. Canadians speak with their wallets, and if an ad is not acceptable to them they have – and will – shop elsewhere."

The research findings can be found in the full report: 2013 Consumer Perspectives on Advertising.

ASC Launches Student PSA Creative Competition

The submission period is open for the ASC PSA Creative Competition: Truth in Advertising Matters. The competition was developed to reach and teach the next generation of the advertising industry about the importance of standards for advertising and the Canadian Code of Advertising Standards. Students are invited to create a PSA campaign around the theme Truth in Advertising Matters that builds awareness of ASC and the advertising industry’s commitment to advertising that is truthful, fair and accurate. First prize is $10,000; submissions are due March 11.

The Competition is open to full-time post-secondary students currently enrolled at a Canadian college, university or other post-secondary institution in an advertising, marketing, communications, media, design or related program. Please share the competition with any students or instructors who may be interested. Details can be found on the competition website truthinadmatters.com.

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.