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Advertising Standards Canada Releases Ad Complaints Report - 2010 Year in Review

TORONTO, April 6, 2011 -- Advertising Standards Canada (ASC) today released its Ad Complaints Report - 2010 Year in Review. The Report provides information about consumers' complaints submitted to ASC in 2010 for review under the Canadian Code of Advertising Standards (Code).

Complaints Snapshot:
  • Consumers submitted 1,200 complaints about 743 advertisements
  • ASC's independent volunteer Consumer Response Councils found 84 complaints, concerning 58 advertisements, contravened the Code
  • Retail advertising garnered the most complaints (256)

"Consumers continue to scrutinize advertising with a critical eye and inform us when they feel advertising is inaccurate or misleading," stated Janet Feasby, Vice President, Standards. "This is particularly true in today's environment of value-driven consumers," noted Feasby.

The 2010 Ad Complaints Report, as well as case summaries of consumers' complaints upheld by the Consumer Response Councils, are available on ASC's website (www.adstandards.com).

Advertising Standards Canada is the national advertising industry self-regulatory body. ASC administers the Canadian Code of Advertising Standards, the principal instrument of advertising self-regulation in Canada, and accepts complaints from consumers about advertising. ASC's members include leading Canadian advertisers, advertising agencies and media organizations.

For more information, contact:
Janet Feasby
Vice President, Standards
Tel: (416) 961-6311, ext. 243
janet.feasby@adstandards.com


FACT SHEET - Advertising Standards Canada

  • Advertising Standards Canada (ASC) is the national, not-for-profit industry body committed to ensuring the integrity and viability of advertising in Canada through industry self-regulation.
  • ASC's members include leading Canadian advertisers, advertising agencies, media organizations, and suppliers to the advertising industry.
  • ASC administers the Canadian Code of Advertising Standards, the principal instrument of advertising self-regulation. The Code's clauses help ensure that advertising is truthful, fair and accurate, and are used to evaluate consumers' complaints about advertisements appearing in Canadian media.
  • ASC accepts and responds to written complaints from consumers who have a concern about an advertisement appearing in Canadian media. Complaints can be submitted:
    • online (www.adstandards.com)
    • by letter or fax (Advertising Standards Canada, 175 Bloor Street East, South Tower, Suite 1801, Toronto, Ontario, M4W 3R8, fax: 416 961-7904).
  • Complaints that raise potential issues under the Code are reviewed and adjudicated by independent, volunteer National and Regional Consumer Response Councils that include both industry and public representatives.
  • Upheld complaints are published in ASC's online Ad Complaints Reports, available on ASC's website (www.adstandards.com).

Contact:
Janet Feasby
Vice President, Standards
Tel: (416) 961-6311, ext. 243
janet.feasby@adstandards.com