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ADVERTISING STANDARDS CANADA RELEASES 2005 AD COMPLAINTS REPORT

CNW

Advertising Standards Canada (ASC) today released its 2005 Ad Complaints Report. The Report provides information about consumers’ complaints submitted to ASC in 2005 for review under the Canadian Code of Advertising Standards (Code).

 

2005 Highlights:

 

  • ASC received 1,271 complaints from consumers about 804 advertisements
  • 58 complaints concerning 52 advertisements were determined to contravene the Code by the independent volunteer Consumer Response Councils (Councils)
  • The retail advertising category garnered the highest number of complaints (209)
  • 46% of all complaints related to advertising on television

 

“In 2005, many consumers cited concerns about advertisements they believed were inaccurate, lacked clarity, or omitted pertinent information,” noted Janet Feasby, Vice President, Standards. “Councils upheld more complaints under Code Clause 1 (Accuracy and Clarity) than under any other clause,” added Danielle Lefrançois, Communications Manager (French Canada).

 

The 2005 Ad Complaints Report, as well as case summaries of consumers'

complaints upheld by the independent Consumer Response Councils is available

on ASC's website (www.adstandards.com).

 

Advertising Standards Canada is the 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.

FACT SHEET

 

  • 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 sets the standards for acceptable advertising, and is used to review and adjudicate consumers' complaints about advertisements appearing in Canadian media.

 

  • ASC accepts written complaints from consumers who have a concern about an advertisement they see or hear. Complaints may be submitted online at www.adstandards.com; by mail - ASC, 175 Bloor Street East, South Tower, Suite 1801, Toronto, Ontario, M4W 3R8; or by fax - (416) 961-7904.

 

  • Complaints that raise potential issues under the Code are referred for review and adjudication to independent national and regional Consumer Response Councils. These Councils are made up of senior industry and public representatives, who volunteer their time to support the self-regulatory process.

 

  • Summaries of upheld complaints are reported in ASC's quarterly Ad Complaints Reports. The Reports are available online at www.adstandards.com, or may be requested from ASC.

 

  • ASC's recorded toll-free line provides information about the Canadian Code of Advertising Standards and the process for submitting consumer complaints: 1-877-656-8646.

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