Jornal on Comparative Advertisement

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Advertising Standards Canada

Guidelines for the Use of Comparative Advertising Guidelines for the Use of Research and Survey Data to Support Comparative Advertising Claims Advertising Standards Canada first published the Guidelines for the Use of Comparative Advertising and Guidelines for the Use of Research and Survey Data to Support Comparative Advertising Claims in 1982. They were designed to assist advertisers to develop comparative advertising that was consistent with the provisions of the Canadian Code of Advertising Standards. The Code is the advertising industry’s principal instrument of advertising self-regulation.

April 2010

www.adstandards.com

Advertising Standards Canada

Contributors

Advertising Standards Canada is grateful to the following industry leaders from the advertising, legal and research sectors, who provided their advice and input to this revision to the Guidelines for the Use of Comparative Advertising and Guidelines for the Use of Research and Survey Data to Support Comparative Advertising Claims. Ruth Corbin (Project Leader) Turkan Akturk Rosanne Angotti Catherine Bate Greg Biehn Tim Bowen Jim Bruce Danielle Bush Janet Cameron Barbara Case Sherry Casey Joseph Chan Sarah Chenoweth Ray Chepesiuk John Coyne Paul Dillon Dan Edmondstone Rafe Engle Brian Fraser Anna Frost-Hunt Arlan Gates Eric Glass Mary Griffith Chris Hamilton Marylou Hilliard Gillian Humphreys John Jenkins Michele Kay Rob Kwinter Patti Lartigue Dayle Linton Tom Maich Scott Megginson Barry Milavsky Kelly Moffatt James B. Musgrove Carol Newell Jayne Payette Brenda Pritchard Suzanne Raitt Ruth Rapoport Bob Reaume Gina Remy Carol Ritter Linda Roulet Andrea Rush Catherine Shand Trish Simmie Clare Smith Johanne Trudeau Susan Vogt Sandra Wheaton Tim Wilson Tim Wingrove Gerry Wright Jani Yates Robert Zielinski

ADVERTISING STANDARDS CANADA 175 Bloor Street East South Tower, Suite 1801 Toronto, Ontario M4W 3R8 Telephone: 416 961-6311 Fax: 416 961-7904 E-mail: info@adstandards.com 2015 Peel Street Suite 915 Montreal, Quebec H3A 1T8 Telephone: 514 931-8060 Fax: 514 931-2797 Web: www.adstandards.com

The Guidelines for the Use of Comparative Advertising and the Guidelines for the Use of Research and Survey Data to Support Comparative Advertising Claims are published by Advertising Standards Canada, the industry body committed to creating and maintaining community confidence in advertising. Published December 1995 Reprinted April 2010

Advertising Standards Canada

Table Of Contents
Introduction... 1 Definitions… 1 Exclusions... 1 Guidelines for the Use of Comparative Advertising... 2 Guidelines for the Use of Research and Survey Data to Support Comparative Advertising Claims... 3 4.1 Introduction… 3 4.2 Stages of use for consumer research and survey data… 3 4.3 Types of claims… 3 4.4 Testing perceived meaning or general impression of factual claims... 3 4.5 Principles of validity for comparative advertising research... 4 4.6 Principles of reliability for comparative advertising research… 4 4.7 Documentation… 6

Advertising Standards Canada

Introduction

Advertising Standards Canada (ASC) first published the Guidelines for the Use of Comparative Advertising and Guidelines for the Use of Research and Survey Data to Support Comparative Advertising Claims in 1982. They were designed to assist advertisers to develop comparative advertising that was consistent with the provisions of the Canadian Code of Advertising Standards (Code). The Code is the advertising industry’s principal instrument of advertising self-regulation. First published in 1963, and regularly updated to keep it contemporary, the Code is administered by ASC, the industry body committed to creating and maintaining community confidence in advertising. The Code sets the criteria for acceptable advertising and forms the basis upon which advertising is evaluated in response to complaints by consumers, members of the trade or special interest groups. (The...
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