The Code of Advertising Standards is the principal instrument of advertising self-regulation in Canada. Developed to promote professional practices in advertising, the code was first published in 1963; and since then it has been revised periodically to keep it up to date and relevant.
The Code, which is administered by Advertising Standards Canada (ASC), sets out the criteria for acceptable advertising. It is on these criteria that advertising is evaluated in response to any consumer or trade complaints.
The code’s 14 provisions deal with various issues related to responsible advertising practices, including:
- Accuracy and Clarity
- Disguised Advertising Techniques
- Price Claims
- Safety
- Unacceptable Depictions and Portrayals
- Advertising to Children
Under the Advertising to Children provision, an Interpretive Guideline regarding food advertising to kids was developed in April 2004. This Guideline is intended to, among other things, ensure that ads representing mealtime clearly depict the role of a product within the framework of a balanced diet, and that snack foods are clearly presented as such, and not as substitutes for meals. This guideline is also applicable to the Broadcasting code for Advertising to Children.
If consumers feel that advertising does not comply with the Code of Advertising Standards, they may complain to the ASC. These concerns are referred to the national or regional Consumer Response Councils (or Advisory Panels). These independent bodies, composed of senior industry and public representatives, meet regularly to review and decide on complaints.
To submit a complaint, consumers can use the form on the ASC Web site (see right sidebar).
Code of Advertising Standards (Full Text)
