TORONTO – Canadian consumers filed the most complaints about food advertising in 2009, says the Advertising Standards Canada (ASC).
In its annual Ad Complaints Report, the ASC said that it received 163 complaints about the food advertising category, which includes advertising by food manufacturers, food retailers and restaurants.
“With the economic downturn, consumers have become increasingly value-conscious, comparing prices and searching for deals and discounts," said Janet Feasby, VP of ASC standards, in a statement.
Feasby also said that ASC “heard more frequently than ever” from consumers when they did not get a product or service at the advertised sale price; when an advertised product was unavailable; and when important limitations on offers were not clearly disclosed.
The ASC received 1,228 complaints from consumers about 760 advertisements last year. Of that, 80 complaints, concerning 56 advertisements, were determined to contravene the Canadian Code of Advertising Standards Code by the independent volunteer consumer response councils.
The ASC is a national, not-for-profit industry body committed to ensuring the integrity and viability of advertising in Canada through industry self-regulation.
