MINISTER PROPOSES CHANGES TO ADVERTISING RULES
By Adnews Staff
Quebec Minister of Relations, Citizenship and Immigration Andre Boisclair plans to table legislation that could give advertisers more flexibility in the media they choose to promote their products. The changes provide an alternative that effectivley eliminates the need to include proviso and caveats on advertising claims in all advertising media. Under Quebec's Consumer Protection Act, advertisers of products such as cars and financial services must currrently include small type superimposed on TV commercials or added to outdoor advertising, outlining limitations and exceptions to specific offerings. The requirement basically bans this advertising form radio, a medium that doesn't permit lengthy explanations. If the changes are adopted, broadcast commercials and billboards only need to refer to a print ad which would spell out the details of a car lease or some other offer. For example, a radio commercial might say, "See Sunday's newspaper for details." Boisclair is speaking to ministers in other provinces to discuss the possibility of proposals being made in other provinces.