logo code search complaints reports childrens ad initiative clearance site
masthead
AD STANDARDS NEWS WINTER 2015 print version email this page decrease font size increase font size
2014 Consumers Perspective on Advertising

What Canadians Think About Advertising

ASC’s 2014 Consumer Research, conducted by The Gandalf Group, shows that Canadians understand advertising as an economic driver that both pays for program and editorial content. The following are some key findings about Canadian attitudes towards advertising, based on an online poll of 1,275 Canadians:

  • The majority of Canadians say they get value from advertising (86%); have a favourable impression of advertising (67%); and find advertising helpful in consumer decision‐making (55%).
  • Recollection of recent exposure to an advertisement that a consumer found "unacceptable" translates to a much less favourable view of advertising overall. The top reasons cited when a consumer found an ad "unacceptable" were misleading or unrealistic representations, followed by sexist portrayals.
  • 83% of Canadians believe it is "very important" that there be rules and regulations that advertisers must follow.

See 2014 Consumer Perspectives on Advertising.

2014 PSA Campaign

ASC’s New PSA: Spreading The Word About Self-Regulation

The launch of ASC’s new 2015 PSA "Creativity is subjective. But the truth isn’t."  has been very successful. The campaign is being well-received and is airing on television and radio, and appearing in newspapers, magazines, and out-of-home advertising in English and French across Canada.

"We are extremely grateful for the efforts of our creative partner, Anderson DDB Health and Lifestyle, which has done a fantastic job on the PSA creative," said Linda Nagel, ASC President and CEO. "And, thanks to the generosity of our media partners, the creative is being seen and heard across Canada, and raising consumer awareness about the importance of advertising self-regulation."

Visit our PSA Site: adstandards.ca/psa

Ad choices

Online Behavioural Advertising Accountability Program

As Canada’s national advertising self-regulatory body, ASC has been asked to manage the accountability component of the Ad Choices Program on behalf of the Digital Advertising Alliance of Canada (DAAC). In this role, ASC monitors Participants’ compliance with the DAAC Principles; responds to complaints regarding OBA; and publishes compliance reports.

"Our goal is to produce a report that will be informative to users. The report will identify types of compliance concerns and provide tips about how to achieve compliance," stated ASC’s Senior Vice President, Peter White speaking at the CMA Regulatory Conference in November. "When we identify a potential compliance concern, we work cooperatively with the company to facilitate OBA compliance."

The first AdChoices Program Compliance Report will be published after the first quarter of this year.

Visit Youradchoices.ca

Amy Kedrosky

ASC at Next Generation Day @ Advertising and Marketing Week 2015

On Wednesday, January 28, ASC was proud to support Next Generation Day, an Advertising and Marketing Week event designed to provide students with an advertising industry experience. Amy Kedrosky, National Standards Coordinator, introduced the audience of about 300 students to ASC’s role as Canada’s advertising industry self-regulatory body. Amy highlighted ASC’s support of aspiring advertising professionals through opportunities such as ASC’s 2014 Student PSA Competition and the annual $1,500 Robert E. Oliver Scholarship. She also showcased ASC’s new consumer PSA Campaign, which was enthusiastically received by the students.

ASC would like to thank the organizers of the event for their hard work and wish all students good luck in their future careers!

2014 Consumer Complaints are Now Online

ASC has recently published the Consumer Complaints Case Summaries through to the end of 2014. The Ad Complaints Report – 2014 Year in Review  will be available in Spring 2015 on adstandards.com.

Volunteer Opportunities Available

Volunteer opportunities are currently available for Public Representatives on the Children’s Clearance Committee. ASC volunteers play a critical role in helping to ensure that Canadian advertising meets the advertising industry’s self-regulatory standards. From our Standards Councils in Toronto and Montreal, to the Children’s Clearance Committee, volunteer representatives make invaluable contributions to advertising self-regulation. More information is available on adstandards.com.

Welcome New Official Representatives of ASC Members

An ASC Official Representative (OR) is the person designated by an ASC member company as the company’s principal liaison to ASC. The following ASC member companies have identified a new OR.
Moya Brown, VP Marketing, Campbell Company of Canada
Jordan Dewitt, Head of Brand Marketing and Advertising, Capital One
Ryan Collis, Senior Marketing Director, PepsiCo Beverages Canada
Richard Bergeron, Manager, Communications and Partnerships, Société de transport de l’Outaouais (STO)
Ruth Rappaport, Assistant Legal Counsel, Unilever Canada Inc.

If we have missed somebody, let us know. Contact Randy Sageman, Member Relations, at randy.sageman@adstandards.com or 416 961-6311 x 241.

Welcome Aboard – New ASC Members and Official Representatives

CIM

Canadian Institute of Marketing

Official Representative: Grant Lee,
Executive Director

Dairy Queen

Dairy Queen Canada Inc.

Official Representative: Candida Ness,
Senior Director - Marketing

Dr. Oetker Canada Ltd.

Dr. Oetker Canada Ltd.

Official Representative: Peter MacDonald,
Executive Head of Marketing

SAB Miller Canada

SAB Miller Canada

Official Representative: Stewart Cowan,
Vice-President of Marketing

Sound80

Sound80

Official Representative: Angie Boetler,
Traffic Manager

Mark Your Calendars

Introduction to the Canadian Code of Advertising Standards and Consumer Complaints Procedure
March 26 - Toronto
8:45 to 10:00 a.m., Continental Breakfast available.
St. Paul’s Bloor Street, Great Hall
227 Bloor Street East,
Toronto, ON
Watch for more details in the coming weeks.

Introduction to the Canadian Code of Advertising Standards and Consumer Complaints Procedure
April 1 – Montreal (en Français)
8:45 to 10:00 a.m., Continental Breakfast available.
ASC – Montreal Office
2015 Peel St.
Suite 915
Montreal, QC, H3A 1T8
Watch for more details in the coming weeks.

May 7th – ASC Annual General Meeting & Keynote
The ASC AGM will be held in Toronto. Watch for more details in the coming weeks.

June 16th – ASC Alcoholic Beverage Advertising Workshop
Save the date for ASC Clearance Services' upcoming workshop featuring the release of the revised ASC Alcoholic Beverage Advertising Clearance Guide.
8:30-11:00 a.m., Continental Breakfast available.
Corus Entertainment Inc.
Corus Quay, 8th Floor Theatre
25 Dockside Drive, Toronto, ON
More information to come.


Ad Standards is the national, independent, not-for-profit advertising self-regulatory body committed to creating and maintaining community confidence in advertising. Ad Standards members – leading advertisers, advertising agencies, media and suppliers to the advertising industry – are committed to supporting responsible and effective advertising self-regulation. A not-for-profit organization, Ad Standards 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.