While ASC accepts and responds to written complaints from consumers about advertisements currently running in Canadian media, complaints that raise a potential Code issue are reviewed by independent, volunteer bodies — the national and regional Consumer Response Councils (Councils). Composed of volunteer representatives from the advertising industry and the public, Council members serve a vital role in ensuring an objective, balanced, and fair process of adjudicating consumers’ complaints about advertising. There are five Councils across Canada in Halifax, Montreal, Toronto, Calgary, and Vancouver.

How complaints are reviewed and handled
Below is a summary of how consumer complaints are reviewed and handled by ASC and Councils. For more detailed information, refer to the Consumer Complaint Procedure in the Canadian Code of Advertising Standards.

Preliminary review of complaint
ASC staff review each written consumer complaint. If the complaint does not raise a Code issue, ASC will send the consumer a letter of explanation. To provide insights to advertisers about consumer concerns about advertising, ASC will also send a copy of the complaint to the involved advertiser.

Complaints under Clause 10 (Safety) or Clause 14 (Unacceptable Depictions and Portrayals)
When a consumer’s complaint appears to raise an issue under Clause 10 (Safety) or Clause 14 (Unacceptable Depictions and Portrayals), Code procedure provides the advertiser with the opportunity to respond directly to the consumer’s complaint. Based on ASC’s experience, consumer complaints citing safety concerns or concerns about unacceptable depictions and portrayals can often be resolved when the advertiser has the opportunity to share its insights with concerned consumers. Here are the steps involved in handling consumer complaints under Clause 10 (Safety) and Clause 14 (Unacceptable Depictions and Portrayals) including both the consumer’s and advertiser’s involvement in the process.
  1. If there is a potential issue with the ad under the Code, ASC will forward the complaint to the advertiser for its response.
    • ASC will ask the advertiser to respond directly to the consumer and send ASC a copy of the response if the consumer has given permission to share his or her name and contact information with the advertiser.
    • If the consumer has not given permission to share his or her name and contact information with the advertiser, ASC will remove the name and contact information from the consumer’s correspondence and ask the advertiser to respond to ASC. ASC will then forward a copy of the advertiser’s response to the consumer.
  2. If, after receiving the advertiser’s response, the consumer is not satisfied, the consumer can request (within seven business days) a review by Council.
  3. ASC will then review the complaint and the ad against the applicable Code clause or clauses to determine whether there is a potential Code issue. If there is a potential Code issue, the complaint will be forwarded to Council for review.
  4. If Council determines that the ad contravenes one or more clauses of the Code, Council will ask the advertiser to amend or withdraw the ad. ASC will inform the consumer and the advertiser, in writing, of Council’s decision.
  5. If Council determines that the ad does not contravene the Code, ASC will inform the consumer and the advertiser, in writing, of Council’s decision.
  6. If the consumer or advertiser disagrees with Council’s decision, the consumer or advertiser can request an appeal within seven business days of receiving the decision. For more information, refer to Appealing a Council Decision in the Canadian Code of Advertising Standards.

Complaints under all other Code clauses
Here are the steps involved in handling consumer complaints under all other Code clauses (other than Clause 10 or Clause 14) and the consumer’s and advertiser’s involvement in the process.
  1. If there appears to be a potential issue with the ad under the Code, the advertiser will be asked to comment (within 10 business days), in writing to ASC, on the consumer’s concerns.
  2. ASC will review the advertiser’s response. If a potential issue remains under the Code, the complaint will be forwarded to Council for its review.
  3. If Council determines that the ad contravenes one or more clauses of the Code, Council will ask the advertiser to amend or withdraw the ad. ASC will inform the consumer and the advertiser, in writing, of Council’s decision.
  4. If Council determines that the ad does not contravene the Code, ASC will inform the consumer and the advertiser, in writing, of Council’s decision. If the consumer or advertiser disagrees with Council’s decision, the consumer or advertiser can request an appeal within seven days of receiving the decision. For more information, refer to Appealing a Council Decision in the Canadian Code of Advertising Standards.