TORONTO – Retail advertising garnered the most complaints from Canadian consumers in 2013, followed by service and food advertising, says the Advertising Standards Canada (ASC).
In its annual Ad Complaints Report, the ASC said that it received 178 complaints about the retail advertising category, followed by 148 for service and 108 for food. Telecommunications ranked eighth out of the ten categories, with 28 complaints. More complaints were submitted about allegedly inaccurate or misleading advertising than about advertising consumers found offensive or inappropriate.
Due to its broad reach, advertising on television, with 528 complaints, garnered the highest number of complaints of any medium at 42%. Digital advertising generated the second highest number with 240 or 19%, followed by advertising on the radio with 84 complaints or 7%.
Overall, the ASC received 1,286 complaints from consumers about 1,075 advertisements last year. Of that, 79 complaints, concerning 50 advertisements, were determined to have contravened the Canadian Code of Advertising Standards by the independent, volunteer Standards Councils that include senior industry and public representatives.
"Truth in advertising is paramount for Canadians. This comes through loud and clear in their complaints to ASC," said Janet Feasby, VP of ASC standards, in the report’s news release. "Ads that omitted important terms of an offer, illegible disclaimers in television commercials, and ads with exaggerated health claims were issues of particular concern."
Advertising Standards Canada is the national, not-for-profit, advertising industry self-regulatory body committed to ensuring the integrity and viability of advertising in Canada. Its members include Canadian advertisers, advertising agencies, media organizations, and suppliers to the advertising industry.
www.adstandards.com
