Advertising Standards Canada issues 2005 complaints report
By Adnews Staff
Toronto-based Advertising Standards Canada has released its 2005 Ad Complaints Report, which contains information about complaints submitted to the body by consumers last year for review under the Canadian Code of Advertising Standards. The organization received 1,271 complaints in 2005 concerning 804 ads. Of those, 52 ads were found to contravene the code. Eleven ads were judged to violate the clause concerning unacceptable depictions and portrayals. Thirty-seven ads were cited as violating the accuracy and clarity clause. Two ads were deemed to have demonstrated a disregard for safety. The most common complaints involved ads that viewers found distasteful or too sexual. Allegedly inaccurate or misleading ads were also a common cause for complaint, as were ads depicting aggressive or high-speed driving. The retail category drew 209 complaints, more than any other classification. Service advertising and food advertising were second and third on the list. Among media, 46% of the complaints related to television advertising. Direct marketing was a distant second in the rankings, drawing 14% of complaints. The report is available from the organization's website at <http://www.adstandards.com>.