Truth in Advertising Matters - Advertising Standards Canada

members – leading advertisers, advertising agencies, media organizations and suppliers ... new self-regulatory framework for Online Behavioural. Advertising .... marketing associations have created the Digital Advertising Alliance of Canada.
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Truth in Advertising Matters

2012 -2013 Highlights


a major report providing insights into Canadian consumer perceptions of information sharing, privacy and trust. The report, entitled The Truth About Privacy – Canada and Beyond was released in November 2012.

Managed 1,310 consumer complaints, a 28%

decrease from 2011, pertaining to 1,057 advertisements. Of the total complaints received, 116 complaints about 87 advertisements were upheld by Councils.

Presented to the Asia-Pacific Economic

Cooperation (APEC) advertising standards conference – an important first step in bringing advertising selfregulation to the Asia-Pacific region.


to the development of the new self-regulatory framework for Online Behavioural Advertising as a member of the Digital Advertising Alliance of Canada (DAAC).


the Canadian Children’s Food and Beverage Advertising Initiative: 2011 Compliance Report, indicating an exemplary level of compliance among CAI participants in delivering on their commitments.


a new logo for Direct-toConsumer (DTC) Pharmaceutical Messages. The logo signifies ASC Clearance review and advertising compliance with the provisions of specific federal legislation and regulations and applicable Health Canada policies.



Contents 3

Truth in Advertising Matters


The Truth About Privacy


2012 Complaints Summary


ASC Clearance Services: Facilitating Regulatory Compliance


The Canadian Children’s Food and Beverage Advertising Initiative


2012/2013 Board of Directors

10 ASC Members 12 ASC Councils, Committees, Staff

Advertising Standards Canada (ASC) is the independent advertising industry self-regulatory body committed to creating and maintaining community confidence in advertising. ASC members – leading advertisers, advertising agencies, media organizations and suppliers to the advertising industry – are committed to supporting responsible and effective advertising self-regulation. Through ASC Clearance Services, ASC reviews advertising to facilitate compliance with specific laws and regulations in five regulated categories – alcoholic beverages, children’s, consumer drugs, cosmetics, and food and non-alcoholic beverages.

Truth in Advertising Matters Looking back on the accomplishments of the past year, ASC continued to focus its energies on delivering on our mission and mandate to promote effective, responsible advertising self-regulation. Working closely with our partners, we advanced our understanding of and approach to new and emerging challenges to help ensure that selfregulation is effectively delivering on the expectations of our members and today’s consumers. As online advertising brings new opportunities for consumer engagement, it also opens up new avenues where responsible industry self-regulation plays a critical role. In 2012, the Digital Advertising Alliance of Canada, comprising eight leading advertising, marketing and media associations, announced the development of a new self-regulatory framework pertaining to Online Behavioural Advertising (OBA). Modelled on and consistent with the program in place in the United States, the Canadian program will enhance consumer control and, importantly, strengthen transparency and industry accountability around interest-based advertising. In keeping with the self-regulatory work we do on industry’s behalf, including administering the Canadian Code of Advertising Standards, the Consumer Complaint Procedure, and the Canadian Children’s Food and Beverage Advertising Initiative, ASC looks forward to contributing to the self-regulatory OBA program by developing and managing the independent