On October 18, 2006, Health Canada issued its Guidance Document: Consumer Advertising Guidelines for Marketed Health Products for Nonprescription Drugs including Natural Health Products (Guidelines). These Guidelines replace and supersede the 1990 Consumer Advertising Guidelines and form the basis upon which ASC evaluates consumer directed advertising for nonprescription drugs and natural health products (NHPs). While the guiding principles of the 2006 Guidelines are consistent with those of the 1990 publication, the advertising requirements reflect Health Canada’s current interpretation of the advertising provisions found in the Food and Drugs Act and Regulations, the Natural Health Products Regulations and other relevant Health Canada Policies and Procedures. The Guidelines have been updated to reflect all relevant regulatory changes since 1990, most significantly the adoption of the Natural Health Product Regulations that came into effect January 2004. In addition, the Guidelines have been reformatted for ease of use and provide helpful examples of acceptable and unacceptable claims for each requirement. In general, the advertising requirements set forth in the 2006 Guidelines, with the exception of Section 2.21 Risk/Safety Communication, are consistent with the criteria that have been used to evaluate consumer drug advertising since ASC began preclearing consumer drug advertising in 1997. The Guidelines became effective on their date of issue, with the exception of Section 2.21 which represents a departure from current practice and will take effect on April 1, 2007. The Guidelines can be found on Health Canada’s website at: www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/guide-ldir_consom_consum_e.html