ASC RELEASES 1998 AD COMPLAINTS REPORT
By Adnews Staff
Advertising Standards Canada has released its annual 1998 Ad Complaints Report. Canadian consumers who have a concern about an advertising message can submit a written complaint to ASC. The report provides information on consumer complaints that have been submitted to the ASC. Complaints are screened and any that raise potential issues under the Code of Guidelines are referred to ASC's panel for further review. In 1998, ASC received a total of 828 complaints from consumers, concerning 658 advertisements. This figure is up 38% from the 598 complaints received the year before. Most of the complaints were received in the Personal and Proprietary category which includes such items as clothing, feminine hygiene products and cosmetics. In addition, the report also noted a number of trends to watch regarding consumer reaction to advertising including: an increase in sensitivity about animal treatment, continuing concern about "reverse sexism" and an overall increase in the number of complaints about advertising in general. A copy of the ASC's 1998 Ad Complaints Report is available on the ASC Web site at <http://www.adstandards.com>.