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The Canadian Code of Advertising Standards. It is reviewed and revised periodically to keep it contemporary. Ad Standards is the industry body committed to creating and maintaining community confidence in advertising. The Code sets the criteria for acceptable advertising and forms the basis upon which advertising is evaluated in response to consumer complaints and complaints between advertisers. It is widely endorsed by advertisers, advertising agencies, media that exhibit advertising, and suppliers to the advertising process.

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The Code is not intended to replace the many laws and guidelines deed to regulate advertising in Canada. Complaints to Ad Standards submitted by the public about advertising that allegedly does not comply with the Code are reviewed and adjudicated by one of two Councils: 1 the Standards Council, which includes representatives from Western Canada, Central Canada, and Atlantic Canada, or, 2 in Quebec, by le Conseil des normes.

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Councils are independent bodies of senior industry and public representatives that are supported and coordinated by, but altogether independent from, Ad Standards. Note: Ad Standards discontinued the Special Interest Group Complaint Procedure in Aprilin recognition of the sophistication of many public interest advocacy groups and marketing boards as advertisers in their own right.

In this definition, a "vote" is deemed to have been called when the applicable writ is issued. Canadians are entitled to expect that "political advertising" and "election advertising" will respect the standards articulated in the Code. However, it is not intended that the Code govern or restrict the free expression of public opinion or ideas through "political advertising" or "election advertising", which are excluded from the application of this Code. The authority of the Code applies only to the content of advertisements and does not prohibit the promotion of legal products or services or their portrayal in circumstances of normal use.

In the matter of consumer complaints, Council will be encouraged to refer, when in its judgment it would be helpful and appropriate to do so, to the principles expressed in the Gender Portrayal Guidelines respecting the representations of women and men in advertisements.

The Interpretation Guidelines can be found here.

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The Code is broadly supported by industry and is deed to help set and maintain standards of honesty, truth, accuracy, fairness and propriety in advertising. The provisions of the Code should be adhered to both in letter and in spirit. Advertisers and their representatives must substantiate their advertised claims promptly when requested to do so by Council. In assessing the truthfulness and accuracy of a message, advertising claim or representation under Clause 1 of the Code the concern is not with the intent of the sender or precise legality of the presentation.

Rather the focus is on the message, claim or representation as received or perceived, i. If the support on which an advertised claim or representation depends is test or survey data, such data must be reasonably competent and reliable, reflecting accepted principles of research de and execution that characterize the current state of the art. At the same time, however, such research should be economically and technically feasible, with regard to the various costs of doing business.

No advertisement shall be presented in a format or style that conceals the fact that it is an advertisement. If supply of the sale item is limited, or the seller can fulfill only limited demand, this must be clearly stated in the advertisement. No advertisement shall offer a guarantee or warranty, unless the guarantee or warranty is fully explained as to conditions and limits and the name of the guarantor or warrantor is provided, or it is indicated where such information may be obtained.

Advertisements must not, unfairly, discredit, disparage or attack one or more products, services, advertisements, companies or entities, or exaggerate the nature or importance of competitive differences. Testimonials, endorsements or other representations of opinion or preference, must reflect the genuine, reasonably current opinion of the individual sgroup or organization making such representations, and must be based upon adequate information about or experience with the identified product or service and must not otherwise be deceptive.

Advertisements must not distort the true meaning of statements made by professionals or scientific authorities. Advertising claims must not imply that they have a scientific basis that they do not truly possess. Any scientific, professional or authoritative claims or statements must be applicable to the Canadian context, unless otherwise clearly stated. No advertiser shall imitate the copy, slogans or illustrations of another advertiser in such a manner as to mislead the consumer.

Advertisements must not without reason, justifiable on educational or social grounds, display a disregard for safety by depicting situations that might reasonably be interpreted as encouraging unsafe or dangerous practices, or acts. Advertising that is directed to children must not exploit their credulity, lack of experience or their sense of loyalty, and must not present information or illustrations that might result in their physical, emotional or moral harm.

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Child-directed advertising in the broadcast media is separately regulated by the Broadcast Code for Advertising to Childrenalso administered by Ad Standards. Products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age, and people featured in advertisements for such products must be, and clearly seen to be, adults under the law. It is recognized that advertisements may be distasteful without necessarily conflicting with the provisions of this Clause 14; and the fact that a particular product or service may be offensive to some people is not sufficient grounds for objecting to an advertisement for that product or service.

Interpretation Guidelines. Application The Code applies to "advertising" by or for : advertisers promoting the use of goods and services; entities seeking to improve their public image or advance a point of view, whether or not the advertising is for a commercial purpose; and governments, government departments and crown corporations. Exclusions Political and Election Advertising Canadians are entitled to expect that "political advertising" and "election advertising" will respect the standards articulated in the Code. Excluded Media The following media are excluded from the application of the Code : foreign media namely media that originate outside Canada and contain the advertising in question unless the advertiser is a Canadian person or entity; and packaging, wrappers and labels.

Scope of the Code The authority of the Code applies only to the content of advertisements and does not prohibit the promotion of legal products or services or their portrayal in circumstances of normal use. Code Provisions The Code is broadly supported by industry and is deed to help set and maintain standards of honesty, truth, accuracy, fairness and propriety in advertising.

Accuracy and Clarity In assessing the truthfulness and accuracy of a message, advertising claim or representation under Clause 1 of the Code the concern is not with the intent of the sender or precise legality of the presentation. Disguised Advertising Techniques No advertisement shall be presented in a format or style that conceals the fact that it is an advertisement. Price Claims a No advertisement shall include deceptive price claims or discounts, unrealistic price comparisons or exaggerated claims as to worth or value.

Guarantees No advertisement shall offer a guarantee or warranty, unless the guarantee or warranty is fully explained as to conditions and limits and the name of the guarantor or warrantor is provided, or it is indicated where such information may be obtained. Comparative Advertising Advertisements must not, unfairly, discredit, disparage or attack one or more products, services, advertisements, companies or entities, or exaggerate the nature or importance of competitive differences.

Testimonials Testimonials, endorsements or other representations of opinion or preference, must reflect the genuine, reasonably current opinion of the individual sgroup or organization making such representations, and must be based upon adequate information about or experience with the identified product or service and must not otherwise be deceptive.

Professional or Scientific Claims Advertisements must not distort the true meaning of statements made by professionals or scientific authorities. Imitation No advertiser shall imitate the copy, slogans or illustrations of another advertiser in such a manner as to mislead the consumer.

Safety Advertisements must not without reason, justifiable on educational or social grounds, display a disregard for safety by depicting situations that might reasonably be interpreted as encouraging unsafe or dangerous practices, or acts. Superstitions and Fears Advertisements must not exploit superstitions or play upon fears to mislead the consumer.

Advertising to Children Advertising that is directed to children must not exploit their credulity, lack of experience or their sense of loyalty, and must not present information or illustrations that might result in their physical, emotional or moral harm. Advertising to Minors Products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age, and people featured in advertisements for such products must be, and clearly seen to be, adults under the law.

Unacceptable Depictions and Portrayals It is recognized that advertisements may be distasteful without necessarily conflicting with the provisions of this Clause 14; and the fact that a particular product or service may be offensive to some people is not sufficient grounds for objecting to an advertisement for that product or service.

Advertisements shall not: a condone any form of personal discrimination, including discrimination based upon race, national or ethnic origin, religion, gender identity, sex or sexual orientation, age or disability; b appear in a realistic manner to exploit, condone or incite violence; nor appear to condone, or directly encourage, bullying; nor directly encourage, or exhibit obvious indifference to, unlawful behaviour; c demean, denigrate or disparage one or more identifiable persons, group of persons, firms, organizations, industrial or commercial activities, professions, entities, products or services, or attempt to bring it or them into public contempt or ridicule; d undermine human dignity; or display obvious indifference to, or encourage, gratuitously and without merit, conduct or attitudes that offend the standards of public decency prevailing among a ificant segment of the population.

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