The following summarizes the procedure that ASC follows for handling complaints from consumers about advertising. Full details about how complaints are received and handled can be found in the Canadian Code of Advertising Standards.

ASC Staff Review
Upon receipt of any written consumer’s complaint, ASC Standards Division staff evaluate the advertisement against the criteria contained in the Canadian Code of Advertising Standards (Code) and, as appropriate, the Gender Portrayal Guidelines.

When a complaint does not raise a Code issue, ASC sends a written explanation to the complainant. To ensure that advertisers are provided with feedback, ASC makes the involved advertiser aware of the nature of the concerns. This provides advertisers with valuable insights about advertising issues that concern Canadian consumers.

Complaints that appear to raise issues under the Code are handled in different ways depending on the applicable Code clause.

Complaints under Clauses 10 (Safety) or 14 (Unacceptable Depictions and Portrayals)
In the case of complaints that ASC staff determines may raise potential issues under Clauses 10 or 14, the advertiser is given an opportunity to share its insights about the advertising directly with the complainant, if prior permission is granted to disclose the complainant’s name and address, or, through ASC, if such permission is not granted.

- In the former case, the advertiser is requested to quickly respond directly to the complainant regarding the merits of the complaint, copying ASC.
- In the latter case, the advertiser is asked to provide a response to ASC, who will then promptly redirect the response to the complainant.

In either case, if the complainant does not feel that his/her concerns have been adequately addressed by the advertiser, the complainant may request a review by the Consumer Response Council (Council). This independent body, including senior industry and public representatives, convenes on a regular basis to review and adjudicate consumers’ concerns about advertising.

Upon receipt of a request for Council review, ASC staff evaluates the advertising in light of the applicable Code provision(s), and determines whether to forward the matter to Council.

If the complainant does not request a review by Council, the file will be closed.

Complaints under any other Code clause
Following ASC’s initial evaluation of the complaint and communication with the involved advertiser, complaints that appear to raise issues under any Code clause (other than 10 or 14) are sent for review and adjudication by the Council.

Council Decisions
If Council determines that the advertising in question does not violate the Code, both the advertiser and the complainant are notified in writing of the Council decision.

If Council determines that the advertising in question violates the Code, the advertiser is requested to withdraw the advertisement, or to amend it to comply with the decision. If the advertiser does not comply with a Council decision, the involved media are notified and generally do not exhibit the advertising in that form.

Council decisions may be appealed by either the involved advertiser or the complainant.

ASC reports on consumer and Special Interest Group Complaints in its Ad Complaints Reports.