Advertising Standards Canada

This page is a part of Globalisation:European Advertising Standards Alliance

Services Provided

Clearence Services

From 1972 onwards this agency has provided a mechanism by which advertisers can ensure that their adverts stay within regulations. This is, of course, done for a fee.

Advertisment of Consumer Drugs

The Clearence services took over this task in 1997, after Health Canada stopped providing this clearence system. They now work with Health Canada in order to ensure the advertisment of drugs meets the standards put in place by the Food and Drugs Act and Regulations. Theye look in to the Advertisment of the following:

• Non-prescription Drugs and Natural Health Products - This refers to the way in which these products are advertised on Radio, television, newspapers and Magizines.

• Direct to Consumer Advertising and Information - This focuses on directing the advetisment and gives opinions on how it is best to inform the consumer of perscription drugs, Medical Conditions and for the recruitment of patients for clinical trials.

• Consultations - Provides consultations on Direct to Consumer Advertising and Infromation. Also provides a consultation service for the launching of new products abd provides some advertising concepts for this.

In order to get this service from the Advertising Standards Canada it will cost:

$235 for non-members and $190 for members to get the Non-prescription Drugs and Natural Health Products service based around T.V and mass print.

$95 for members and $120 for non-members for the same service but if they only want it for Radio advertisment.

$250 for non-members to get consultation meetings for non-perscription drugs and natural Health Products.

$250 for non-members on Direct to Consumer Advertising and Infromation.

Children's Advertisments

The Childrens clearence service provides two different roles. One is the children's broadcasting Advertisment clearence and the other is the non-broadcasting advertisment clearence.

Broadcasting Advertisement

This refers to media advertising such as Television and radio, that is broadcast either nationally or internationally. The ASC has the job of both reveiwing and approving advertising which is going to be broadcast, especially Television adverts. Ensuring that they are within the regulations set down by broadcast Code for advertising to Children. This code was written by the Canadian Association of Broadcasters along sige the ASC. It was developed:

"to guide advertisers and advertising agencies to prepare commercial messages that recognize and respect the special characteristics of the children’s audience"

This service also costs quite a bit of money.

• For a script or tape to be reviewed it costs $55 for members and $105 for non-members. For Conditional clearence it will cost $315 for members and $630 for non-members.

Non-Broadcasting Advertisement

This refers to advertising in Print and on the Internet. This is done at the request of industry as it is not required but it helps ensure that an advertisement stays within the regulations set down by broadcast Code for advertising to Children. This will cost an industry:

• $75 for members and $150 for members.

Children’s Food and Beverage Advertising Initiative

This is an voluntary body who asked the ASC to administer the Childrens Advertising Initiative. This body who made up the Children's Food and Beverage Advertising Initiative consists of 16 of Canada's Major food and beverage companies.

According to the Initiative, which was written in April 2007, their goal is to 'promote and support healthy dietary choices and healthy lifestyles to children under 12 years of age' through advertisement.

Chartered Participants

• Cadbury Schweppes
• Campbell Canada
• Coca-Cola Ltd.
• General Mills Canada
• Hershey Canada Inc.
• Janes Family Foods
• Kellogg Canada Inc.
• Kraft Canada Inc.
• McCain Foods (Canada)
• McDonald’s Canada
• Nestlé Canada Inc.
• Parmalat Canada Inc
• PepsiCo Canada
• Unilever Canada
• Weston Foods Canada

Contact Infromation

Address: 175 Bloor Street East, Suite 1801, Toronto, ON M4W 3R8

Telephone: +1 416 961 6311

Fax: (1 416) 961 7904

E-mail: linda.nagel@adstandards.com

Website: http://www.adstandards.com