Tachiana A. Pruitt
Southern Illinois University of Carbondale
Analysis of the Canadian Advertising Industry and Regulations
Regulation of Adverting in Canada
In 1957 the CAAB also known as the Canadian Advertising Advisory Board was founded. Later in 1963 the Canadian Code of Advertising Standards was first published, it was four years later that the CAAB embraced the name: Canadian Advertising Advisory Board/Bureau consulatif de la publicite au Canada (Adstandards.com, 2011). The CAAB’s code of standard regulates advertising in every form. In addition the CAAB explores consumer complaints, which are known to be an adequate way of spotting potential offensive advertisements. These complaints are reviewed by independent, national as well as regional volunteers through the Consumer Response Council. There are five regulated categories that the ASC Clearance Service reviews, they include; Children’s, Food and Non-Alcoholic Beverages, Alcoholic Beverages, Cosmetics, and Consumer Drugs.
The Code is frequently updated to assure that it is current. The Canadian Code of Advertising consist of 14 Clauses which include; Accuracy and Clarity, Disguised Advertising Techniques, Price Claims, Bait and Switch, Guarantees, Comparative Advertising, Testimonials, Professional or Scientific Claims, Imitation, Safety, Superstition and Fears, Advertising to Children, Advertising to Minors, and Unacceptable Depictions and Portrayals.
In addition to the CAAB regulating advertisements, some public officials sometimes take it upon themselves to prevent ads that they don’t deem “proper” from reaching the public eye, as was the case in 2010 when a Pamela Anderson for PETA ad was banned from public view by Montreal officials, reports US Weekly. “The animal rights activist, a British Columbia native, flew to Montreal to promote her provocative new PETA ad on July 15. In it, the surgically enhanced actress wears a skimpy,... [continues]
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