AD COMPLAINTS REPORT

WHAT’S IN THIS REPORT This report contains statistical information about consumer complaints submitted to Advertising Standards Canada in 2005 for review under the Consumer Complaint Procedure. Case summaries about complaints upheld by the national and regional Consumer Response Councils (Councils) from January 1, 2005 to December 31, 2005 are available on ASC’s website (www.adstandards.com).

CONSUMERS’ COMPLAINTS RECEIVED IN 2005 CONSUMER HOT BUTTONS FOR 2005 • 1, 271 complaints were received from consumers Top-of-mind consumer concerns, as reflected in • Of these, 58 complaints, concerning 52 their complaints to ASC, were: advertisements, were found by the Consumer • advertising that complainants considered “gross” Response Councils to contravene the Canadian or distasteful Code of Advertising Standards • advertising with adult themes and sexual • Television advertising attracted the highest innuendo, particularly when appearing in media number of complaints (579) followed by with broad exposure to children advertising using direct marketing with 176 • allegedly inaccurate or misleading advertising complaints messages • perceived depictions of overly aggressive driving and driving at excessively high speeds 2005 Ad Complaints Report 2005 YEAR IN REVIEW

In 2005, consumers submitted 1,271 complaints to CLAUSE 14 (UNACCEPTABLE DEPICTIONS AND ASC. Of these, 874 complaints met the acceptance PORTRAYALS) criteria under the Canadian Code of Advertising As in previous years, the vast majority of complaints Standards (Code). The balance (397) were not pursued reviewed under Clause 14 (609) cited matters of because they did not meet Code acceptance criteria. personal taste or dislike about specific advertisements. These included complaints that did not identify a However, most of these complaints did not actually specific advertisement, complaints about advertising raise issues under the specific provisions of this clause. that was not current, and complaints about advertising In 2005, Councils upheld 15 complaints about 11 in foreign media. advertisements. CLAUSE 1 (ACCURACY AND CLARITY) In 2005, consumers submitted a record number of complaints (204) citing concerns about allegedly COMPLAINTS SUMMARY FOR misleading or inaccurate advertising (Clause 1). 2005 AND 2004 Of those, Councils upheld 38 complaints about 37 2005 2004 advertisements. CLAUSE 10 (SAFETY) Complaints received by 1,271 1,540 Finally, 42 complainants expressed concerns about ASC (804 ads) (860 ads) advertising they believed displayed a disregard for safety (Clause 10). Of those, Councils upheld two Complaints that met Code 874 1,116 complaints about two advertisements. acceptance criteria (518 ads) (560 ads)

Complaints that raised 91 125 potential Code issues and (73 ads) (87 ads) 609 forwarded to Council 600

Complaints upheld by 58 81 Council (52 ads) (55 ads) 300

204 200 COMPLAINTS BY CODE CLAUSES Of the 874 complaints that were pursued, most involved concerns relating to three Code clauses: 100 • Clause 14 (Unacceptable Depictions and Portrayals) 38 37 42 • Clause 1 (Accuracy and Clarity) 2 2 15 11 • Clause 10 (Safety) 0 CLAUSE 1 CLAUSE 10 CLAUSE 14 Complaints that raised issues under these clauses Accuracy and Safety Unacceptable were forwarded to ASC’s independent, volunteer Clarity Depictions and Portrayals national and regional Consumer Response Councils Complaints Received (Councils) for adjudication. Councils upheld a total of Complaints Upheld 58 complaints about 52 advertisements. Advertisements about which complaints were upheld

1 ADVERTISING STANDARDS CANADA COMPLAINTS BY CATEGORY OF ADVERTISING* COMPLAINTS BY MEDIA Retail advertising garnered the highest number Advertising on television attracted 579 complaints, of complaints (209), followed closely by Service followed, for the first time, by advertising using direct advertising with 205 complaints. Complaints falling marketing* with 176 complaints. The high number of under both of these categories included advertising in complaints in this category can be attributed to one traditional media as well as website advertising. Cases particular direct mail campaign that attracted over upheld by Councils in these two categories included 100 complaints. In third place, with 123 complaints, advertising of such products and/or services as was advertising in the out-of-home medium, including telecommunications, computers, and electronics. billboard and transit advertising. In third place was food advertising (including * Direct marketing includes advertising targeted to individuals, rather advertising by food manufacturers, food retailers, and than a mass audience using selling techniques such as direct mail. restaurants) with 135 complaints.

46% Television (579)

Retail 209 14% Direct Marketing (176) 25 10% Out-of-Home* (123) Services 205 6% Brochures/other 8 miscellaneous print (82) Food 135 2 6% Newspapers (79) 6% Internet (73) Personal & 89 Proprietary 0 4% Radio (57)

Automotive 45 4% Flyers (46) 2 2% Magazine (32) Alcoholic 38 2% Point-of-Sale (24) Beverages 0 100% Total (1,271) Government/ 38 Not-for-Profit 3 * Includes such media as outdoor and transit.

Media 30 3

Recreation/ 28 TOP-OF-MIND CONSUMER CONCERNS 5 Entertainment Top-of-mind consumer concerns, as reflected in their complaints to ASC, were: 0 50 100 150 200 • advertising that complainants considered “gross” or Complaints Received distasteful Complaints Upheld • advertising with adult themes and sexual innuendo, particularly when appearing in media with broad * Top nine of 16 categories. exposure to children • allegedly inaccurate or misleading advertising messages • perceived depictions of overly aggressive driving and driving at excessively high speeds

2005 AD COMPLAINTS REPORT 2 2005 Ad Complaints Report CORRECTING MISTAKES IN RETAIL ADVERTISING

HOW TO CORRECT MISTAKES AND INACCURACIES where the original website advertisement appeared. IN RETAIL ADVERTISING The correction advertisement on the website should When a Consumer Response Council (Council), upon say that the original information was wrong, how it hearing a consumer complaint, finds that a retail was wrong, and that the error has subsequently been advertisement contains an erroneous or misleading corrected. claim, the Canadian Code of Advertising Standards An in-store corrective advertisement should also (Code) requires the retail advertiser to “provide a be prominently displayed to bring the error and its correction advertisement that appears in consumer- correction to the attention of in-store customers. oriented media addressed to the same consumers to Councils have repeatedly said that when retail whom the misleading advertisement was originally advertising on the web or other media violates the directed”. Code, in addition to correcting the mistake on their The following guidelines will help retail advertisers websites, retail advertisers should both inform the understand what constitutes appropriate corrective public that an error occurred and explain what the advertising under the Code. error was. For retail advertisers to limit their corrective action CORRECTING MISTAKES IN RETAIL PRINT to fixing an advertising error but not informing the ADVERTISING public that an error occurred would be to presume Upon learning of a mistake in their advertising, retail that no member of the public saw and was affected by advertisers should: the misrepresentation in the first place. But based on • immediately withdraw the advertisement containing Council’s considerable experience in handling such the error from further publication or exposure, and complaints, this is not a correct assumption. • correct the error and, without delay, publish a The only certain way to avoid the negative effects correction advertisement in the same medium as the on the public caused by an advertising error is to original advertisement (i.e., flyer, newspaper, etc.). correct the error before the advertising is released The correction advertisement must draw the mistake to public. Otherwise the above-described procedure to attention of consumers. should be honoured. If followed, these guidelines Council also recommends that a similar kind of should help to minimize the possibility of consumer correction notice, with similar content, be prominently dissatisfaction and complaints to ASC about posted at retail outlets. misleading retail advertising, wherever it appears. Advertisers that comply with the requirement CORRECTING MISTAKES IN RETAIL WEBSITE under the Code to run advertisements in a timely ADVERTISING fashion to correct misinformation and misimpressions The same principles apply to errors in advertising on conveyed in the retailer’s earlier advertisements will retailers’ own websites. The only difference is that not be identified by name in the summaries of upheld the advertisement to correct the erroneous website complaints published in ASC’s quarterly Ad Complaints advertising should be posted in close proximity to Reports.

3 ADVERTISING STANDARDS CANADA 2005 Ad Complaints Report THE CONSUMER COMPLAINT PROCEDURE — AN OVERVIEW

THE CANADIAN CODE OF ADVERTISING ENSURING OBJECTIVE, INDEPENDENT COMPLAINT STANDARDS – THE BASIS FOR ADJUDICATION OF ADJUDICATION – THE CONSUMER RESPONSE CONSUMER COMPLAINTS COUNCILS The Canadian Code of Advertising Standards (Code) sets While ASC administers the process by which the standards for acceptable advertising and forms consumers submit their written complaints about the basis for the review and adjudication of consumer advertisements, those complaints that raise potential complaints about advertising. Since it was first issues under the Code are reviewed and adjudicated by published in 1963, the Code has been regularly updated independent volunteer bodies known as the Consumer to ensure that it remains vital, current, and relevant in a Response Councils (Councils). These Councils, which contemporary context. include senior industry and public representatives, are located in Halifax, Montreal, Toronto, Calgary, and AN OVERVIEW OF HOW COMPLAINTS ARE Vancouver. HANDLED 1. ASC staff review the advertisement against the clauses of the Code. FOR CLAUSE 10 OR 14 COMPLAINTS — 2. If a potential issue is identified under a clause of the FACILITATING DIRECT COMMUNICATION BETWEEN Code (other than Clause 10 or 14), the advertiser is ADVERTISERS AND CONSUMERS asked to respond to ASC regarding the merits of the For complaints that raise potential issues under Clause 10 (Safety) or Clause 14 (Unacceptable Depictions and complaint. Portrayals), the advertiser is given the opportunity to 3. ASC staff review the advertiser’s response. If a Code respond to consumers in writing. Our experience tells us issue remains, the complaint is forwarded to one of that complaints can often be resolved when the advertiser the independent Consumer Response Councils for has the opportunity to share its insights directly with adjudication. the consumer. The advertiser will respond directly to 4. If a Council determines that an advertisement the consumer if the consumer has given ASC express violates a clause of the Code, the advertiser is asked permission to forward his or her name to the advertiser. to amend or withdraw the advertisement. Otherwise, the advertiser responds to ASC, which forwards 5. The Code provides a process for advertisers or the response to the consumer. If the consumer is not consumers who wish to appeal a Council decision. satisfied with the advertiser’s response, he or she may 6. Upheld complaints are publicly reported in ASC’s request a Council review. quarterly Ad Complaints Reports.

2005 AD COMPLAINTS REPORT 4 2005 Ad Complaints Report THE CANADIAN CODE OF ADVERTISING STANDARDS

1. ACCURACY AND CLARITY List Price” and “Fair Market Value” are deceptive (a) Advertisements must not contain inaccurate or de- terms when used by an advertiser to indicate a ceptive claims, statements, illustrations or representa- savings, unless they represent prices at which, in the tions, either direct or implied, with regard to a product marketplace where the advertisement appears, the or service. In assessing the truthfulness and accuracy advertiser actually sold a substantial volume of the of a message, the concern is not with the intent of the advertised product or service within a reasonable sender or precise legality of the presentation. Rather, period of time (such as six months) immediately the focus is on the message as received or perceived, before or after making the representation in the i.e. the general impression conveyed by the advertise- advertisement; or offered the product or service for ment. sale in good faith for a substantial period of time (such (b) Advertisements must not omit relevant information as six months) immediately before or after making the in a manner that, in the result, is deceptive. representation in the advertisement. (c) All pertinent details of an advertised offer must be (b) Where price discounts are offered, qualifying clearly and understandably stated. statements such as “up to”, “XX off”, etc., must be in (d) Disclaimers and asterisked or footnoted informa- easily readable type, in close proximity to the prices tion must not contradict more prominent aspects of quoted and, where practical, legitimate regular prices the message and should be located and presented in must be included. such a manner as to be clearly visible and/or audible. (c) Prices quoted in advertisements in Canadian media, (e) Both in principle and practice, all advertising claims other than in Canadian funds, must be so identified. and representations must be supportable. If the sup- port on which an advertised claim or representation 4. BAIT AND SWITCH depends is test or survey data, such data must be Advertisements must not misrepresent the consumer’s reasonably competent and reliable, reflecting accepted opportunity to purchase the goods and services at the principles of research design and execution that char- terms presented. If supply of the sale item is limited, or acterize the current state of the art. At the same time, the seller can fulfil only limited demand, this must be however, such research should be economically and clearly stated in the advertisement. technically feasible, with due recognition of the various costs of doing business. 5. GUARANTEES (f) The entity that is the advertiser in an advocacy No advertisement shall offer a guarantee or warranty, advertisement must be clearly identified as the adver- unless the guarantee or warranty is fully explained as tiser in either or both the audio or video portion of the to conditions and limits and the name of the guarantor advocacy advertisement. or warrantor is provided, or it is indicated where such information may be obtained. 2. DISGUISED ADVERTISING TECHNIQUES No advertisement shall be presented in a format or 6. COMPARATIVE ADVERTISING style that conceals its commercial intent. Advertisements must not, unfairly, discredit, disparage or attack other products, services, advertisements or 3. PRICE CLAIMS companies, or exaggerate the nature or importance of (a) No advertisement shall include deceptive price competitive differences. claims or discounts, unrealistic price comparisons or exaggerated claims as to worth or value. “Regular 7. TESTIMONIALS Price”, “Suggested Retail Price”, “Manufacturer’s Testimonials, endorsements or representations of

5 ADVERTISING STANDARDS CANADA opinion or preference, must reflect the genuine, 14. UNACCEPTABLE DEPICTIONS AND PORTRAYALS reasonably current opinion of the individual(s), group It is recognized that advertisements may be distasteful or organization making such representations, and without necessarily conflicting with the provisions of must be based upon adequate information about or this Clause 14; and the fact that a particular product experience with the product or service being advertised, or service may be offensive to some people is not and must not otherwise be deceptive. sufficient grounds for objecting to an advertisement for that product or service. 8. PROFESSIONAL OR SCIENTIFIC CLAIMS Advertisements shall not: Advertisements must not distort the true meaning (a) condone any form of personal discrimination, of statements made by professionals or scientific including that based upon race, national origin, authorities. Advertising claims must not imply that they religion, sex or age; have a scientific basis that they do not truly possess. (b) appear in a realistic manner to exploit, condone Any scientific, professional or authoritative claims or or incite violence; nor appear to condone, or directly statements must be applicable to the Canadian context, encourage, bullying; nor directly encourage, or exhibit unless otherwise clearly stated. obvious indifference to, unlawful behaviour; (c) demean, denigrate or disparage any identifiable 9. IMITATION person, group of persons, firm, organization, industrial No advertiser shall imitate the copy, slogans or or commercial activity, profession, product or service illustrations of another advertiser in such a manner as or attempt to bring it or them into public contempt or to mislead the consumer. ridicule; (d) undermine human dignity; or display obvious 10. SAFETY indifference to, or encourage, gratuitously and without Advertisements must not without reason, justifiable merit, conduct or attitudes that offend the standards on educational or social grounds, display a disregard of public decency prevailing among a significant for safety by depicting situations that might reasonably segment of the population. be interpreted as encouraging unsafe or dangerous practices, or acts. INTERPRETATION GUIDELINES 11. SUPERSTITION AND FEARS The Code is supplemented by Interpretation Guidelines that enhance industry and public understanding of the Advertisements must not exploit superstitions or play interpretation and application of the Code’s 14 clauses. The upon fears to mislead the consumer. Interpretation Guidelines can be found on ASC’s website (www.adstandards.com). 12. ADVERTISING TO CHILDREN Advertising that is directed to children must not exploit their credulity, lack of experience or their sense of loyalty, and must not present information 2005 CODE AMENDMENT or illustrations that might result in their physical, The Canadian Code of Advertising Standards (Code) was emotional or moral harm. first published in 1963, and is regularly updated to ensure it remains vital, relevant and current. Since the 2003 Child-directed advertising in the broadcast Code revision, ASC received numerous complaints from media is separately regulated by the Broadcast Code consumers about depictions in advertisements they believed for Advertising to Children, also administered by ASC. condoned or encouraged bullying behaviour. To ensure the provisions of the Code address this Advertising to children in Quebec is prohibited by the important societal concern, in October 2005, ASC’s Quebec Consumer Protection Act. Board of Directors approved an amendment to Clause 14 (Unacceptable Depictions and Portrayals). Clause 14(b) was amended (new text appears in bold) to 13. ADVERTISING TO MINORS provide that: “Advertisements shall not…appear in a realistic Products prohibited from sale to minors must not manner to exploit, condone or incite violence; nor appear to condone or directly encourage, bullying; nor directly be advertised in such a way as to appeal particularly encourage, or exhibit obvious indifference to, unlawful to persons under legal age, and people featured in behaviour”. advertisements for such products must be, and clearly seen to be, adults under the law. 2005 AD COMPLAINTS REPORT 6 2005 Ad Complaints Report NATIONAL AND REGIONAL CONSUMER RESPONSE COUNCILS

NATIONAL CONSUMER RESPONSE COUNCIL Guylaine Lehoux, Gaz Métro Roberta Albert* Alykhanhthi Lynhiavu*, Communautés culturelles Tim Binkley, Downtown Partners Bertrand Ouellet*=, Communications et Société Renee Bozowsky* Louis-Thomas Pelletier, Diesel Marketing Inc. Solange Brard, Bell Canada Christiane Sauvé* Dave Champion, Best Buy Canada Ltd. Yves St-Amand, Association des agences de publicité du Québec Theresa Courneyea*, Consumers’ Association of Canada Sandra Wheaton, Société Radio-Canada Paul Dillon, Greyhound Canada Claude Perrault=, Société Radio-Canada Eleanor Friedland* Joëlle Turgeon=, Société Radio-Canada Stephanie Guran, Michelle Erskine=, Viacom Outdoor Canada Lorraine Hughes, OMD Canada ALBERTA CONSUMER RESPONSE COUNCIL Norm Kirk* Pat Sullivan (Chair), Highwood Communications Ltd. Stephen Lawson, Hudson’s Bay Company Anne Byrne, Pattison Outdoor Advertising Helena Lazar, Publicis Gary Cobb, The Calgary Herald Michael Lio*, Lio & Associates Shane Goth, Calder Bateman Communications Peggy Molloy-Vickers*, Sheridan College Sandra Jonsson, Kerry MacPherson=, CFCN Television Margo Northcote Tim Loblaw *, South Alberta Institute of Technology Randy Otto, Pattison Outdoor Advertising Keith Martin*, Consumer Services Division, Consumer Affairs Jayne Payette, Nestlé Canada Inc. Darrell Paul, CJAY 92 FM Radio Rick Pregent, FCB Canada Ltd. Kate Reynolds-Braun*, Calgary Learning Centre Suzanne Raitt, Canadian Newspaper Association Paige Thomlinson, Chinook Centre Barbara Schreier* Cathy Yost, Coaching Insights Inc. Jeff Shinozaki, Coca-Cola Ltd. Teresa Tsuji, Rogers Media Inc. ATLANTIC CANADA CONSUMER RESPONSE COUNCIL Angus Tucker, John St. Advertising Blair Hyslop (Chair), McCain International Mark Wakefield, Unilever Canada Inc. Michel Bertin, Télévision Radio-Canada Television Sandra Wheaton, Canadian Broadcasting Corporation Elizabeth Braid, SGCI Communications Inc. Jean Brousseau, Bristol Group FRENCH CANADA CONSUMER RESPONSE COUNCIL Jay Calnan, Metro Radio Group Raymonde Lavoie (Chair), DesArts Communication Rick Emberley, Bristol Group Manon Beaudoin, Conseil québécois du commerce de détail Kelly L. Greenwood*, Patterson Palmer Marie-Hélène Beaulieu*, Option Consommateurs Denise Moore*, Nova Scotia Advisory Council on the Status of Women Ronald Béliard*, Communautés culturelles Steve Poirier, Moosehead Breweries Ltd Sylvie Bolduc, Palm Arnold Communication Nancy G. Rubin*, Stewart McKelvey Stirling Scales Pascal Chandonnet=, Palm Arnold Communication Tracey Thomas*, Black Business Initiative Sylvie Chavanne=, TQS Philippe Comeau, LG2 BC CONSUMER RESPONSE COUNCIL Paule Desautels, Bell Canada Alexis Cylwa (Chair), Pacific Press Roma Desjardins*, Association des consommateurs du Canada Pat Conway, Pattison Outdoor Advertising Sylvain Desrochers*, Université de Montréal Christopher Gouglas, Best Buy Canada Ltd. Denis Dompierre*, Communications et Société John Leckie, Gowling Strathy & Henderson Christiane Dubé, La Presse Simone Lis *, Better Business Bureau Geneviève Durocher*, Représentante Jeunesse Brett Manlove, CanWest MediaWorks Inc. René Carier, Publicité Club de Montréal Eric Ommundsen, Intrawest Corporation Sylvie Gaudreau, TQS Sheryl O’Toole* John D. Gill, Transcontinental Media G.P. Andeen Pitt, Wasserman & Partners Advertising Jean-Philippe Guillemette, LG2 Anne Steele* Trevor Ham, Playground Neil Sweeney, Labatt Breweries of Canada Eve-Marie Hamel*, Représentante Jeunesse Robert Wyckham* Paul Hétu, Association canadienne des annonceurs Nancy Leggett-Bachand, Hebdos Québec = Alternate * Public Representative

7 ADVERTISING STANDARDS CANADA 2005 AD COMPLAINTS REPORT 8 2005 Ad Complaints Report ASC MEMBERS

AIM Trimark Investments Enbridge Gas Distribution Inc. Moosehead Breweries Limited Air Canada Energizer Canada Inc. NDMAC Alberto-Culver Canada Inc. ERAC Canada Ltd. Nestlé Canada Inc. Allard Johnson Communications Fasken Martineau DuMoulin LLP Nielsen Media Research Limited Association of Canadian Advertisers Inc. Federal Express Canada Nintendo of Canada Ltd. Association of Québec Advertising Agencies (AAPQ) Ferrero Canada Ltd. Novartis Consumer Health Canada Inc. Avon Canada Inc. Fido Solutions Inc. Ontario Egg Producers Bacardi Canada Inc. Frito Lay Canada Osler, Hoskin & Harcourt LLP Baker & McKenzie Funrise Toy Corporation Out-of-Home Marketing Association of Canada Bandai America Incorporated, Canada Branch Galderma Canada Padulo Integrated Inc. Bayer Inc. General Mills Canada Corporation Panasonic Canada Inc. Bell Canada General Motors of Canada Limited Parmalat Canada Benjamin Moore & Company Limited Geox Canada Pattison Outdoor Advertising Bereskin & Parr LLP GlaxoSmithKline Consumer Healthcare Pelmorex Inc. Best Buy Canada Ltd. Government of Canada Pepsi-QTG Canada Binney & Smith Canada Government of Ontario - Advertising Review Board Pfizer Canada Inc. Bioforce Canada Inc. Gowling Lafleur Henderson LLP Pfizer Consumer Healthcare Blake, Cassels & Graydon LLP Greyhound Canada Procter & Gamble Inc. Borden Ladner Gervais LLP Grip Limited Publicis Brewers of Canada H.J. Heinz Company of Canada Ltd. R.S. Engle Professional Corporation Brickworks Communications Hasbro Canada Corporation RE/MAX Promotions Inc. Buena Vista Home Entertainment Canada Heenan Blaikie LLP Reckitt Benckiser (Canada) Inc. Cadbury Adams Hershey Canada Inc. Retail Council of Canada Cadbury Schweppes Americas Beverages Hertz Canada Limited Rogers Media Inc. Campbell Company of Canada Hilroy, A Meadwestvaco Company Rothmans, Benson & Hedges Inc. Campbell Michener & Lee Incorporated Homeocan S.C. Johnson & Son, Limited Canada Post Corporation Hooey Remus, Barristers & Solicitors Schering Canada Inc. Canada’s Research-Based Pharmaceutical Companies Hudson’s Bay Company Scott Paper Limited Canadian Association of Broadcasters Hume Imaging Inc. Shell Canada Products Canadian Broadcasting Corporation Institute of Communications and Advertising Sleeman Brewing and Malting Co. Canadian Community Newspapers Association itoys Inc. Smith, Nixon & Co. LLP Canadian Cosmetic, Toiletry & Fragrance Association Johnson & Johnson Inc. Spin Master Ltd. Canadian Marketing Association Kellogg Canada Inc. Spirits Canada Canadian Newspaper Association K’Nex Industries Inc. SSL Canada Inc. CanWest MediaWorks Inc. Kraft Canada Inc. St. Joseph Media CARA Operations Limited Labatt Brewing Company Limited TD Bank Financial Group Chanel Inc. Lang Michener LLP The Beer Store CHUM Television Legault Joly Thiffault S.E.N.C. The Canadian Salt Company Limited Church & Dwight Canada Corp. Lego Canada Inc. The Clorox Company of Canada Ltd. Coca-Cola Ltd. Loblaw Company Limited The Globe and Mail COGECO Inc. L’Oréal Canada Inc. The Reader’s Digest Association (Canada) Ltd. Colgate-Palmolive Canada Inc. Maple Leaf Foods Inc. The TDL Group Corp. Concerned Children’s Advertisers Maritz Research The Toronto Star Consumers Council of Canada Mattel Canada Inc. Thinkway Toys CorbinPartners Inc. McCain Foods (Canada) TNS Canadian Facts Corby Distilleries Limited McCarthy Tétrault LLP Toronto Transit Commission Corus Entertainment Inc. McDonald’s Restaurants of Canada Transcontinental Media G.P. Cossette Communication Group Inc. McMillan Binch Mendelsohn LLP Unilever Canada Inc. CTV Television Inc. Mega Bloks Visa Canada Association CV Technologies Inc. MGA Entertainment Canada Welcome Wagon Ltd. DaimlerChrysler Canada Inc. MIJO Corporation Weston Bakeries Limited DDB Canada - Toronto Miller Thomson LLP Wrigley Canada DEL Pharmaceutics (Canada) Inc. Millward Brown Canada, Inc. Wyeth Consumer Healthcare Inc. Eli Lilly Canada Inc. Molson Canada YUM Restaurants International

February 2006

7 ADVERTISING STANDARDS CANADA 2005 AD COMPLAINTS REPORT 8 2005 Ad Complaints Report HOW TO REACH US

HOW TO SUBMIT A CONSUMER COMPLAINT Advertising Standards Canada ASC responds to all consumer complaints in writing. 175 Bloor Street East Complaints can be submitted by completing ASC’s South Tower, Suite 1801 Online Complaint Submission Form (available on our Toronto, Ontario website) or by mail or fax. Here are the five steps to M4W 3R8 make a written complaint. Fax: 416 961-7904 1. Include your name, mailing address and phone 2015 Peel Street number. Suite 915 2. Identify the product or service, including the Montreal, Quebec H3A 1T8 advertiser or brand name. Fax: 514 931-2797 3. Describe the advertisement. For print advertisements, enclose a copy if possible. E-mail: [email protected] 4. Identify where and when the advertisement Web: www.adstandards.com appeared. 5. Describe your concern about the advertisement. ASC’S TOLL-FREE INFORMATION LINE To learn more about the consumer complaints process, call our recorded information line at 1 877 656-8646.

The 2005 Ad Complaints Report is published by © 2006 Advertising Standards Canada Advertising Standards Canada, the national industry This report is the property of Advertising body committed to fostering community confidence Standards Canada and may not be reproduced, in advertising. in whole, or in part, without prior express written consent from Advertising Standards Canada.

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