TORONTO – Consumer complaints about advertising reached their highest level in more than a decade in 2011, once again led by TV ads.
Advertising Standards Canada (ASC), the national advertising industry self-regulatory body, said in its annual report that Canadians filed 1,809 consumer complaints last year regarding 1,153 advertisements. Consistent with previous years, advertising on television, with 686 complaints (38%), generated the highest number of complaints, followed by Internet ads with 345 (19%). Ads in out-of-home media, including transit and billboard advertising, ranked in third spot with 11% or 204 complaints, while radio ads generated 85 complaints (5%).
The ASC explained that the spike can be attributed to several high profile advertisements that generated numerous comments, complaints, and petitions through social media websites. For the first time in its history, the organization said that it received more complaints alleging inaccurate or misleading advertising than about ads that consumers found offensive or unacceptable.
Retail advertising generated 252 consumer complaints in 2011, more than any other category of advertising. The second highest number of complaints by category related to advertising in the Service category, with 242 complaints, followed by 149 complaints about advertising in the Food category, which includes manufacturers, retailers and restaurants.
"In today's economic climate, consumers are most concerned about getting value for their money, good deals and low prices," said Janet Feasby, vice-president of standards, in a statement. "It's not surprising that retail advertising was our highest complaint category last year."
