ASC RELEASES 1999 AD COMPLAINT REPORT
By Adnews Staff
Toronto-based Advertising Standards Canada has released its year-end report on consumer complaints to the ASC about advertising. The report contains case summaries regarding complaints upheld between June 1, 1999 and December 31, 1999. During that time frame, the ASC received a total of 1,075 complaints from consumers regarding 813 advertisements. This is a 30% increase over the 828 complaints that were received in the year before. Thirteen advertisers are named in the report: Nintendo, BC Tel, Premier Fitness Club, Dumoulin/J.M. Saucier, Cross Canada Publishing, Uniglobe Pacific Travel, Canadian Home Income Plan, Kia Canada, Parmalat Canada, Volkswagen Canada, Brasserie Stroh (Quebec), Ratelle & Associes and Espace Lofts. Twenty-seven additional advertisers were cited in the report but either withdrew or changed their ads after the ASC advised them a complaint had been received. Of all the complaints received, 802 complaints regarding 552 ads were evaluated by the ASC. Of those, the ASC forwarded 248 complaints about 123 ads to either the Consumer Response Council or the Advisory Panel on Gender Portrayal. The councils/panels upheld 181 complaints about 67 ads. Television remained the number one medium to receive complaints in 1999 (554), followed by newspaper advertising (148). According to the ASC, it received more complaints last year then it has any other year in the past two decades. Four areas of concern came to light from all the complaints received. They include concerns about depiction's of violence, safety issues, teen language and behavior and adult advertising appearing in family media. A copy of the 1999 Ad Complaints Report is available at the ASC's Web site at <http://www.adstandards.com> or by writing to the ASC.