ADVERTISING STANDARDS CANADA RELEASES 2004 AD COMPLAINTS REPORT Broadcaster Magazine Advertising Standards Canada today released its Ad Complaints Report. The Report provides information about consumers'complaints submitted to ASC in 2004 for review under the Canadian Code of Advertising Standards (Code).
2004 Highlights:
- ASC received 1,540 complaints from consumers about 860 advertisements - 81 complaints concerning 55 advertisements were determined to contravene the Code by the volunteer Consumer Response Councils - Advertising about alcoholic beverages garnered the highest number of complaints (230) - Television advertising attracted the highest number of complaints (939)
"In 2004, the dominant theme expressed in complaints submitted by consumers to ASC concerned adult-themed and suggestive advertising, particularly when it reached their children through mainstream media," remarked Janet Feasby, Director, Public Affairs & Communications. "A variety of factors are taken into account in evaluating whether complaints about this type of advertising raise issues under the Code, including the target audience for the advertisement and the audience actually reached by the advertisement," noted Niquette Delage, Director, Standards (French Canada).
The 2004 Ad Complaints Report, as well as case summaries of consumers' complaints upheld by Consumer Response Councils is available on ASC's website www.adstandards.com. |