How Complaints about Advertising are Handled
ASC carefully considers and responds to all written complaints from members of the public about advertising.
The consumer complaints process includes the following steps.
1. Complaint Receipt
Each written consumer complaint is reviewed by ASC against the Canadian Code of Advertising Standards (Code).
2. Preliminary Review and Advertiser Response
A preliminary review by ASC determines if the complaint raises an issue under the Code.
If the complaint does not raise a Code issue, ASC sends a letter of explanation. If the
complaint raises an issue under the Code, one of the following procedures is followed.
Complaints Under Clause 10 (Safety) or Clause 14 (Unacceptable Depictions and Portrayals)
The advertisement is forwarded to the advertiser who is given the opportunity to respond
directly to the consumer about the complaint. If, after receiving the advertiser’s response,
the consumer is not satisfied, the consumer can request a review by the Standards Council.
Council is made up of senior representatives from the advertising industry and the
public, who volunteer their time to support the consumer complaints process.
Complaints Under All Other Code Clauses
The advertiser is asked to comment, in writing to ASC, on the consumer’s concerns. If there
remains a concern under the Code, the matter will be forwarded to Council.
3. Council Review and Decision
Complaints forwarded to Council are carefully reviewed under the Code. If
Council determines that the ad contravenes one or more clauses of the Code,
Council will uphold the complaint. The advertiser is then asked to amend or withdraw the ad.
Whether or not the complaint is upheld, ASC will inform the consumer and the
advertiser, in writing, of Council’s decision.
4. Appealing a Council Decision
If the consumer or advertiser disagrees with Council’s decision, the consumer or
advertiser can request an appeal within seven days of receiving the decision. For more
information, refer to Appealing a
Council Decision in the Canadian Code of Advertising Standards.
For more detailed information, refer to the Consumer Complaint Procedure.
Results of Council decisions are regularly reported by ASC.
Click here for more information about ad complaints reporting.
To learn more about the role of the Councils,
click here.
