Here are some commonly-asked questions about ASC, the Canadian Code of Advertising Standards, and advertising self-regulation. If you would like more information, e-mail info@adstandards.com.

What is Advertising Standards Canada (ASC)?
  • ASC is the Canadian advertising industry self-regulatory body.
  • ASC is a non-profit organization governed by a volunteer Board of Directors that includes representation from Canadian advertisers, advertising agencies, media organizations, and the public.
  • ASC’s mission is to ensure the integrity and viability of advertising through industry self-regulation.
Who are ASC’s members?
  • ASC has over 160 members, which include leading Canadian advertisers, advertising agencies, media organizations, and suppliers to the advertising sector.
Why was ASC founded?
  • ASC was founded (as the Canadian Advertising Advisory Board) in 1957 by the Canadian advertising industry to foster the ethical practice of advertising.
  • For more historical information about ASC and industry self-regulation, refer to About ASC.
What is the Canadian Code of Advertising Standards (Code)?
  • The Code is the Canadian advertising industry’s principal instrument of self-regulation.
  • The Code was created by the advertising industry in 1963 and is regularly updated to ensure it remains vital, current, and relevant within contemporary Canadian society.
  • The Code contains 14 clauses that set the criteria for acceptable advertising.
  • The Code is supplemented by Gender Portrayal Guidelines, which are intended to help creators of advertising develop positive images of women and men in their commercial messages.
  • The Code is also supplemented by Interpretation Guidelines that enhance industry and public understanding of the interpretation and application of the Code’s 14 clauses.
  • The Code forms the basis for the review and evaluation of consumer, trade, or special interest group complaints about advertising.
What type of advertising is covered in the Code?
  • The Code applies to advertising of products and services in any medium (i.e., radio, TV, newspapers, magazines, billboard, Internet, flyers, etc.).
What type of advertising is excluded from the Code?
  • The Code does not apply to:
    • packaging, wrappers and labels
    • election advertising
    • advertising in foreign media (unless the advertiser is a Canadian person or entity)
What is the Consumer Complaint Procedure?
  • Responding to consumers’ complaints about advertising provides consumers with tangible evidence of the advertising industry’s commitment to dealing with their concerns.
  • In keeping with this commitment, ASC administers the Consumer Complaint Procedure.
  • While ASC accepts and responds to consumer complaints about advertising, the complaints are reviewed, under the provisions of the Code, by independent, volunteer bodies called national and regional Consumer Response Councils (Councils).
Who sits on the Councils?
  • The Councils include senior representatives from the advertising industry and the public who volunteer their time to support the Consumer Complaints Procedure.
  • There are five Councils across Canada in Halifax, Montreal, Toronto, Calgary, and Vancouver.
What happens if Council determines that an ad contravenes the Code?
  • Council will ask the advertiser to amend the ad or withdraw it.
What happens if an advertiser disagrees with the Consumer Response Council’s decision about an ad that a consumer has complained about? What can the advertiser do?
  • If an advertiser disagrees with Council’s decision, an advertiser can file a Request for Appeal. The consumer can file a Request for Appeal as well if he or she disagrees with Council’s decision.
  • ASC must receive the written Request for Appeal within seven business days after the advertiser receives Council’s decision.
  • In the Request for Appeal, the advertiser must indicate why it disagrees with Council’s decision.
  • If the advertiser’s Request for Appeal is accepted, the consumer’s complaint will be reviewed by Council members who did not participate in the initial decision.
What are the Ad Complaints Reports?
  • The Ad Complaints Report, which is published four times a year, contains case summaries about consumers’ complaints about ads that Councils have determined contravene the Canadian Code of Advertising Standards.
  • The Ad Complaints Report provides valuable information to advertisers about consumers’ concerns about advertising and how Councils interpret and apply the Code’s clauses.
  • ASC also publishes an Annual Ad Complaints Report, which provides statistical information and highlights trends for the reporting year.
What is the Trade Dispute Procedure?
  • Since 1976, at industry request, ASC has offered a fee-based, non-judicial and confidential procedure designed to resolve disputes between advertisers.
  • The Trade Dispute Procedure, which is founded on the Canadian Code of Advertising Standards, has undergone periodic review and revisions to ensure the fairness and effectiveness of its application in an increasingly competitive marketing environment.
What’s the Public Service Announcement (PSA) about?
  • ASC launched its latest PSA in March 2006. Supported by a national media relations campaign and a toll-free automated recorded consumer information line, the PSA focuses on the role of the Canadian Code of Advertising Standards in setting standards for advertising that is truthful, fair and accurate.
  • The PSA invites consumers to learn more about the Code by visiting ASC’s website or calling ASC’s toll-free, pre-recorded Consumer Information Line at 1 877 656-8646.
  • Through the generous support of ASC's media partners, the PSA are appearing in print, out-of-home and electronic media across Canada.