New Publications: Canadian ASC Issues New Consumer Advertising Report

Canada’s national not-for-profit advertising self-regulatory body Advertising Standards Canada (ASC) has released a new report on Canadian consumers’ views on advertising, entitled 2013 Consumer Perspectives on Advertising.

Top of the list of advertising annoyances for Canadian consumers?: misleading advertising (significantly more than other issues, such as offensive advertising – 85% for misleading claims versus 15% for offensive ads).

Perhaps more sobering for brands, according to the new ASC report, is that 92% of Canadians surveyed said that they would likely stop purchasing a product or service if a company ran false, misleading or offensive advertising.

Also interesting, the new ASC report found that top of the list so to speak of misleading advertising issues included: false “free” product claims (i.e., where there are additional fees); hidden costs; spiffing up product performance (e.g., through image-altering software); and false performance claims in general.

Perhaps not surprisingly, presumably based on the types of consumer complaints received, several of these, including false performance claims and hidden fees, remain advertising law enforcement priorities for the Competition Bureau.

For a copy of the ASC’s new report, see: 2013 Consumer Perspectives on Advertising.

____________________

SERVICES AND CONTACT

I am a Toronto competition/antitrust lawyer and advertising/marketing lawyer who helps clients in Toronto, Canada and the US practically navigate Canada’s advertising and marketing laws and offers Canadian advertising/marketing law services in relation to print, online, new media, social media and e-mail marketing.

My Canadian advertising/marketing law services include advice in relation to: anti-spam legislation (CASL); Competition Bureau complaints; the general misleading advertising provisions of the federal Competition Act; Internet, new media and social media advertising and marketing; promotional contests (sweepstakes); and sales and promotions. I also provide advice relating to specific types of advertising issues, including performance claims, testimonials, disclaimers, drip pricing, astroturfing and native advertising.

For more information about my services, see: services

To contact me about a potential legal matter, see: contact

For more regulatory law updates follow me on Twitter: @CanadaAttorney

This entry was posted in Advertising Law, ASC, Associations, Comparative Advertising, Competition Bureau, Competition Law, Compliance, Consumer Protection, Internet Advertising, New Publications, News, Online Advertising, Performance Claims, Price Advertising, Publications, Targeted Advertising, Telemarketing, Testimonials and tagged , , , , , , , , , . Bookmark the permalink.