Truth in Advertising Matters - Advertising Standards Canada

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Truth in Advertising Matters

2012 -2013 Highlights


a major report providing insights into Canadian consumer perceptions of information sharing, privacy and trust. The report, entitled The Truth About Privacy – Canada and Beyond was released in November 2012.

Managed 1,310 consumer complaints, a 28%

decrease from 2011, pertaining to 1,057 advertisements. Of the total complaints received, 116 complaints about 87 advertisements were upheld by Councils.

Presented to the Asia-Pacific Economic

Cooperation (APEC) advertising standards conference – an important first step in bringing advertising selfregulation to the Asia-Pacific region.


to the development of the new self-regulatory framework for Online Behavioural Advertising as a member of the Digital Advertising Alliance of Canada (DAAC).


the Canadian Children’s Food and Beverage Advertising Initiative: 2011 Compliance Report, indicating an exemplary level of compliance among CAI participants in delivering on their commitments.


a new logo for Direct-toConsumer (DTC) Pharmaceutical Messages. The logo signifies ASC Clearance review and advertising compliance with the provisions of specific federal legislation and regulations and applicable Health Canada policies.



Contents 3

Truth in Advertising Matters


The Truth About Privacy


2012 Complaints Summary


ASC Clearance Services: Facilitating Regulatory Compliance


The Canadian Children’s Food and Beverage Advertising Initiative


2012/2013 Board of Directors

10 ASC Members 12 ASC Councils, Committees, Staff

Advertising Standards Canada (ASC) is the independent advertising industry self-regulatory body committed to creating and maintaining community confidence in advertising. ASC members – leading advertisers, advertising agencies, media organizations and suppliers to the advertising industry – are committed to supporting responsible and effective advertising self-regulation. Through ASC Clearance Services, ASC reviews advertising to facilitate compliance with specific laws and regulations in five regulated categories – alcoholic beverages, children’s, consumer drugs, cosmetics, and food and non-alcoholic beverages.

Truth in Advertising Matters Looking back on the accomplishments of the past year, ASC continued to focus its energies on delivering on our mission and mandate to promote effective, responsible advertising self-regulation. Working closely with our partners, we advanced our understanding of and approach to new and emerging challenges to help ensure that selfregulation is effectively delivering on the expectations of our members and today’s consumers. As online advertising brings new opportunities for consumer engagement, it also opens up new avenues where responsible industry self-regulation plays a critical role. In 2012, the Digital Advertising Alliance of Canada, comprising eight leading advertising, marketing and media associations, announced the development of a new self-regulatory framework pertaining to Online Behavioural Advertising (OBA). Modelled on and consistent with the program in place in the United States, the Canadian program will enhance consumer control and, importantly, strengthen transparency and industry accountability around interest-based advertising. In keeping with the self-regulatory work we do on industry’s behalf, including administering the Canadian Code of Advertising Standards, the Consumer Complaint Procedure, and the Canadian Children’s Food and Beverage Advertising Initiative, ASC looks forward to contributing to the self-regulatory OBA program by developing and managing the independent mechanism for ensuring program compliance and accountability.

In the face of continuing economic uncertainty shadowing many of the world’s economies, advertising plays a vital role in fostering trade and driving economic growth. In support of industry, ASC continued its international work during the year, sharing knowledge and expertise on responsible advertising selfregulation with our peers around the world. Alongside our ongoing involvement with the European Advertising Standards Alliance and the International Chamber of Commerce, we were especially honoured to participate in the Asia-Pacific Economic Cooperation (APEC) advertising standards conference, the Hanoi Dialogue, in Hanoi, Vietnam, in November 2012. Funded and sponsored by APEC and organized by the Australian Advertising Standards Bureau, with government and nongovernment participants from 17 economies, the Dialogue was an important first step in bringing advertising self-regulation to the rapidly growing Asia-Pacific region. As we look back at our success over the past twelve months, we are thankful for the

Linda J. Nagel President and CEO

partnerships, members and volunteers who all contribute to the strength and vitality of responsible advertising self-regulation in Canada. As always, we are grateful for the invaluable guidance and support of our Board of Directors. To the many men and women who volunteer their time to serve on our committees and councils, your hands-on involvement and dedication to the work we do is greatly appreciated. Together, with our members and ASC staff, your energy and commitment ensures that advertising self-regulation in Canada remains strong.

3 2012-2013 ANNUAL REPORT

We are pleased with the progress we made on several important fronts in 2012. In an increasingly digital age, where emerging issues transcend national boundaries, we continued to learn more about what matters to Canadian consumers to maintain confidence in advertising. Characterized by information sharing and the pervasiveness of technology, consumer privacy in a digital world has emerged as one of the most critical issues facing our industry today. To help us better understand Canadian perspectives on this subject, we partnered with MacLaren McCann and McCann Truth Central to expand McCann Truth Central’s 2011 groundbreaking global study to encompass Canada. Our final report, The Truth About Privacy – Canada and Beyond, provides new insights into Canadian perceptions about data sharing and privacy. Importantly, the report concludes that while Canadians are very willing to share, maintaining trust will require companies to serve as responsible stewards of information, securing and protecting personal information while delivering choice and benefits to consumers.

John Coyne 2012/2013 Chair of the Board

The Truth About Privacy We made strides over the past year in advancing our understanding of Canadian perspectives about online privacy, transparency and advertising in an increasingly global and digital world.



And, we found that while Canadian consumers are concerned about privacy in this digital age, they are comfortable and willing to share information if they perceive a benefit for this sharing. In November 2012, working in partnership with MacLaren McCann and McCann Truth Central, ASC released the results of a major study entitled The Truth about Privacy − Canada and Beyond. This research, which expanded McCann Truth Central’s 2011 groundbreaking global study to encompass Canada, consisted of an online survey of 1,000 Canadians and six focus groups held in Toronto and Montreal. The research explored emerging trends in

online engagement, data sharing and attitudes toward privacy. Among the findings, the report reveals that in a world shaped in part by the omnipresence of technology and social networking, new privacy norms are emerging. These new norms, characterized by a high degree of consumer comfort with information sharing, carry with them clear consumer expectations for responsible data sharing, including security and privacy protection, choice and control over the data that is shared and tangible benefits for sharing. When these expectations are met, consumer trust will follow.

“The very notion of personal privacy has changed in our digital world. What was once considered private information is now freely shared. Whether on social networks with friends or information sharing with a company for a benefit, Canadians are generally open to this kind of engagement.” – Linda J. Nagel, President and CEO, ASC

Key research highlights include:


of Canadians worry about the erosion of privacy


of Canadians are aware that companies track their online activities


of Canadian consumers believe there are tangible benefits associated with sharing data with businesses online


of Canadians believe the benefit of sharing is better access to discounts and promotions

“Canadian consumers are well aware of the various ways they trade data with brands and businesses, and even how this data is used. They are increasingly willing to trade privacy for clear benefits and become what we call the savvy shopper.” – Laura Simpson, Global Director, McCann Truth Central

The Privacy Equation

In Canada and the rest of the world, personal privacy is the second most worrying issue among global concerns. 72% of Canadian consumers have concerns about the gradual erosion of privacy, second only to a further financial crisis, as their personal information and behaviour are increasingly transparent and more accessible to companies than ever before.

Canadian consumers believe that the right to privacy is inviolable. 96% of Canadians, compared with the global average of 83%, say that ‘someone like me’ has a total right or some right to privacy when it does not pertain directly to their work. Like their counterparts around the globe, Canadian consumers believe that while individuals have the right to privacy, they also have a responsibility to be their own privacy advocates.

The Rise of the Savvy Shopper

High Expectations of Privacy

Most Canadians are aware of interest-based advertising in the digital age. In fact, 73% of Canadians are aware that companies are tracking the websites they visit and using the data to collect information on consumer preferences for marketing. While it depends on the information consumers are asked to share, 79% of Canadians say that they are willing to share their shopping data if there is a tangible benefit to them.

When it comes to privacy, Canadians also have high expectations of companies to protect their personal information. Among the measures that companies have in place, 56% of Canadian consumers say one of the most important things is that a company does not pass information on to any third parties without specifying that it intends to do so. 55% want to be able to control the pieces of information to share, and 48% want to know exactly how their data is going to be used.

Online Behavioural Advertising (OBA) involves capturing consumers’ web visitor data over time in order to deliver advertisements targeted to their inferred interests. The benefit to advertisers is better reach and results from truly interested consumers. The benefit to consumers is the receipt of ads that are of interest to them. But how can the industry ensure that such advertising meets consumer privacy expectations and Canadian privacy legislation? This is a global issue for advertisers and consumers alike. To strengthen transparency, education and accountability around OBA for consumers, Canada’s major advertising and marketing associations have created the Digital Advertising Alliance of Canada (DAAC), comprising eight leading advertising,marketing, and media associations. This newly-created association is preparing for the Spring launch of a new selfregulatory program. Modelled on and consistent with the successful US framework, the Canadian program will foster consumer awareness of OBA, enhance transparency and data security, and provide consumers with greater control over the ads that are displayed to them. Through the AdChoices icon, consumers will have the choice to “opt out” of OBA by those advertisers that are participating in the program. Ensuring industry compliance and accountability is essential to the strength and integrity of the self-regulatory OBA program. As Canada’s self-regulatory body and a founding DAAC partner, ASC will manage the program accountability component. To learn more about AdChoices, visit

5 2012-2013 ANNUAL REPORT

A Brave New World of Sharing

Strengthening Self-Regulation in Online Behavioural Advertising

2012 Complaints Summary Our industry maintains that an effective consumer response mechanism is an important part of building public confidence in advertising. Through ASC’s Consumer Complaints Procedure, we accept and respond to consumers’ complaints about advertising that appears in Canadian media. 2012 In Review



In 2012, consumers submitted 1,310 complaints to ASC − a 28% decrease from 2011, but consistent with traditional complaint volumes. Of the total complaints received, 854 met the criteria for acceptance under the Canadian Code of Advertising Standards (Code). The balance of 456 complaints could not be pursued because they did not fall within the Code acceptance criteria. These included: complaints in which no specific advertisement was identified; complaints about advertisements that

consumer complaints is objective, fair and balanced. Throughout 2012, Councils reviewed 141 complaints and upheld 116 complaints about 87 advertisements.

Complaints by Code Clauses Of the 1,310 complaints that were pursued, almost all involved concerns relating to the following Code clauses:

were no longer current; complaints about political or election advertising; and complaints about advertisements that did not meet the Code definition of advertising.

• Clause 1 (Accuracy and Clarity) and Clause 3 (Price Claims) • Clause 2 (Disguised Advertising Techniques) • Clause 10 (Safety) • Clause 14 (Unacceptable Depictions and Portrayals)

Complaints that raise a potential issue under the Code are reviewed and adjudicated by ASC’s Standards Councils (Councils). Independent volunteer bodies, Councils include senior representatives from the advertising industry and the public. The Councils play a vital role in ensuring that the process for reviewing

For the second consecutive year, more complaints were pursued under Clauses 1 and 3 (526) than under Clause 14 (297).

Complaints by Category of Advertising Consistent with prior years, retail advertising continued to generate more complaints than any other category of advertising (247). The Service category received the second highest number of complaints (157) and 126 complaints were submitted pertaining to the Food category, which includes manufacturers, retailers and restaurants.

Complaints by Media As in previous years, advertising on television with 559 complaints, garnered the highest number of complaints of any medium, followed by advertising on the Internet, which generated the second highest number of complaints (280), representing 21% of the complaints by media.

2012 Complaints by Category of Advertising*

2012 Complaints by Code Clauses 600


526 500



Food 297

300 200 100 0


79 4

Clause 1 (Accuracy and Clarity) Clause 3



Clause 2 (Disguised Advertising Techniques)




Clause 10 (Safety)

(Price Claims)

Complaints Upheld Complaints Pursued Advertisements about Which Complaints Were Upheld



Clause 14

(Unacceptable Depictions and Portrayals)

54 157






126 55 46

Personal & Propriety






Recreation & Entertainment Travel & Accommodation Alcoholic Beverages



5 6 0

33 30 19

Complaints Pursued *Top 10 of 16 categories

Complaints Upheld

ASC Clearance Services: Facilitating Regulatory Compliance Consumer Concerns and Complaint Trends Over the past decade, ASC has seen a considerable shift in the nature of consumer concerns about advertising. As economic downturn and employment uncertainty continue to weigh heavily, consumers have become increasingly value conscious, scrutinizing advertising with a more critical eye. The result has been a measurable uptick in the nature and number of complaints about advertising that is inaccurate or misleading. There has been a corresponding decrease in the number of complaints about advertisements that consumers find offensive or in poor taste.

Clause 1


Clause 14


2003 - 1,122 Complaints

Clause 14


Clause 1


2012 - 1,310 Complaints

ASC Clearance Services provides independent, objective copy review and advisory services for the advertising industry. This service helps advertisers ensure their consumer-directed advertising complies with specific Canadian legislation, regulations, and guidelines in five regulated categories.

In 2012, we continued to develop and deliver a broad range of workshops, seminars and custom presentations, along with ASC’s popular holiday seminar, to keep the industry informed and up to date on regulatory requirements and legislative changes affecting ASC Clearance categories.

ASC Analysts review French and English language advertising submissions in the following categories: alcoholic beverages, children’s, consumer drugs, cosmetics, and food and nonalcoholic beverages.

Our online Ask an Analyst program, introduced in 2011, is also enjoying success. Through the website, Clearance customers have an opportunity to post general questions about any of the five categories of advertising review and our services. The questions and Analysts’ responses are posted on the ASC Clearance Services website. 7

Over the past few years, many of the consumer complaints received under Clauses 1 (Accuracy and Clarity) and 3 (Price Claims) have involved simple non-controversial issues, such as a price error in a flyer, that are immediately corrected by the advertiser upon learning of the complaint from ASC. To simplify and expedite the process of handling such complaints, in 2012 ASC’s Board of Directors approved a streamlined procedure. The new procedure, which commenced in early 2013, provides ASC staff with the discretion to administratively resolve such complaints without forwarding them to the Standards Council when the advertiser has taken prompt corrective action. This change simplifies the process and enhances responsiveness for both consumers and advertisers. Going forward, we will be reporting these cases as “Administratively Resolved Cases” on a statistical basis.

New Logo for DTC Pharmaceutical Messages Introduced In 2012, ASC introduced a new logo for Direct-to-Consumer (DTC) Pharmaceutical Messages. The logo may be affixed to DTC materials that have received final ASC Clearance Services review. It signifies to consumers and regulators that the advertising complies with advertising provisions of specific federal legislation and regulations, as well as pertinent Health Canada policies. For additional information about ASC’s logo for reviewed DTC Pharmaceutical Messages, visit our website at: Contact ASC Clearance Services at: [email protected].


Simplifying the Consumer Complaints Procedure for Clause 1 and Clause 3 Infractions

The Canadian Children’s Food and Beverage Advertising Initiative Participants: Burger King Restaurants of Canada, Inc. Campbell Company of Canada Coca-Cola Ltd. Danone Inc. Ferrero Canada Ltd. General Mills Canada Corporation



The Canadian Children’s Food and Beverage Advertising Initiative (CAI) is an important component of Canada’s advertising selfregulatory framework. A voluntary initiative established by Canadian food and beverage advertisers, the CAI was developed to shift the landscape of advertising primarily directed to children under the age of 12 to the promotion of products that are consistent with the principles of sound nutritional guidance, or by not advertising to children. The CAI includes 19 leading Canadian food and beverage companies.

The Canadian Children’s Food and Beverage Advertising Initiative: 2011 Compliance Report

Hershey Canada Inc. Janes Family Foods Ltd. Kellogg Canada Inc. Kraft Canada Inc. Mars Canada Inc. McCain Foods (Canada) McDonald’s Restaurants of Canada Ltd.

Nestlé Canada Inc. Parmalat Canada PepsiCo Canada ULC Post Foods Canada Corp. Unilever Canada Inc. Weston Bakeries Limited

Since the inception of the program in 2007, the nutritional profile and the range of products advertised to children under the age of 12 have changed as participants have reformulated many products and modified the array of products that they advertise directly to children. While some CAI participants have discontinued child-directed advertising, other participants have changed the products they advertise to new better-for-you products. Significant improvements have been made in many product categories, both through the reduction of ingredients including trans fats, sodium, and sugar, and through the addition of positive nutrients including fibre, whole grains, vitamins, and minerals.

Ensuring transparency and accountability is the foundation of an effective and robust self-regulatory framework. As the administrator of the program, ASC approves and publishes the participating companies’ program commitments, audits their compliance and publicly reports on the results annually. In 2012, ASC published the fourth CAI compliance report providing insight into compliance performance for 2011. The 2011 report demonstrates the exemplary compliance achievements of participating companies in meeting their program commitments.

To read the 2011 Compliance Report, or to learn more about the Canadian Children’s Food and Beverage Advertising Initiative, visit our website:

Shane Gunter

Recognizing Excellence: The 2013 Robert E. Oliver Scholarship Each year, ASC awards the Robert E. Oliver Scholarship to recognize academic excellence and outstanding citizenship of a postsecondary student studying marketing or advertising. Commemorating Robert E. Oliver, an architect of Canadian advertising self-regulation and our organization’s first president, the scholarship was established to promote the professional practice of advertising. We are pleased to award the 2013 scholarship to Shane Gunter, a thirdyear undergraduate student enrolled in the Bachelor of Business Administration program at the University of New Brunswick, in Fredericton. His goal is to graduate with Honours in Marketing and to pursue a career in that field. In addition to Shane’s excellent academic record, he is an outstanding contributor to his community through his volunteer work with Big Brothers Big Sisters of Canada, the YMCA, and Prostate Cancer Canada. ASC congratulates Shane on winning this prestigious award.


2012/2013 Board of Directors ASC is governed by a Board of Directors that includes senior executives from advertiser, communication agency, and media organizations, as well as a public representative. Driven by a sincere commitment to good governance, our Board establishes strategic direction and guides ASC management in support of responsible advertising self-regulation.

Executive Committee

Christina Bisanz Public Representative

Dom Caruso President & Chief Operating Officer Leo Burnett Canada

Marie-Josée Lamothe Chief Marketing and Corporate Communications Officer L’Oréal Canada Inc.

Brett Marchand Gary Maavara Executive Vice President & General President and CEO Cossette Counsel, Corporate Secretary Corus Entertainment Inc.

William B. Chambers Vice-President, Brand, Communications & Corporate Affairs CBC/Radio-Canada


Patrick Dickinson (Vice Chair & Treasurer) Senior Vice President, Marketing Hudson’s Bay Company

Sandy MacLeod (Vice Chair) Vice President, Consumer Marketing & Strategy Toronto Star

Ron Lund (Member at Large) President & CEO Association of Canadian Advertisers Inc.

Jani Yates (Member at Large) President Institute of Communication Agencies

Linda J. Nagel President and CEO Advertising Standards Canada

Randy Otto (Immediate Past Chair) President Pattison Outdoor Advertising

Nancy Marcus Corporate Vice President, Marketing Kruger Products L.P.

Dominique Villeneuve General Manager Association of Quebec Advertising Agencies

Jon Medline Senior Director, Regulatory Affairs Shaw Media Inc.

Kevin Skinner Vice President and General Manager, Consumer Care Bayer Inc.


John Coyne (Chair) Vice President, Legal & External Affairs and General Counsel & Corporate Secretary Unilever Canada Inc.

Strength Through Membership

Industry support, through membership in ASC, is the cornerstone of effective and responsible advertising self-regulation.





Communication Agency Associations


Suppliers & Communication Agencies

Public Good Social Marketing Communications

ASC Members Galderma Canada General Mills Canada Corporation General Motors of Canada Limited Geox Canada GlaxoSmithKline Consumer Healthcare GlaxoSmithKline Pharmaceutical Division Government of Canada Government of Ontario - Advertising Review Board H.J. Heinz Company of Canada LP Hasbro Canada Corporation Herbal Magic Inc. Hershey Canada Inc. Hoffmann-La Roche Limited Hudson’s Bay Company Innovation First Labs, Inc. Johnson & Johnson Inc. Kellogg Canada Inc. Konami Digital Entertainment Inc. Kraft Canada Inc. Kruger Products L.P. Labatt Breweries of Canada LCBO LeapFrog Canada Lego Canada Inc. Loblaw Inc. L’Oréal Canada Inc. Maple Leaf Foods Mark Anthony Brands Mattel Canada Inc. McCain Foods (Canada) McDonald’s Restaurants of Canada Limited Mead Johnson Nutrition MGA Entertainment Canada Molson Coors Canada

Mondelēz International Moosehead Breweries Limited Nestlé Canada Inc. New Brunswick Liquor Corporation Nintendo of Canada Ltd. Northern Response International Ltd. Nova Scotia Provincial Lotteries and Casino Corporation Novartis Consumer Health Canada Inc. OLG Paladin Labs Inc. Pendopharm, Division of Pharmascience Inc. PepsiCo Beverages Canada PepsiCo Foods Canada Pfizer Canada Inc. Pfizer Consumer Healthcare, a division of Pfizer Canada Inc. Post Foods Canada Corp. Procter & Gamble Inc. Reckitt Benckiser (Canada) Inc. Red Bull Canada S.C. Johnson and Son, Limited Schering-Plough Canada Inc. Sleeman Breweries Ltd Société de l’assurance automobile du Québec (SAAQ) Spin Master Ltd. Strauss Herb Company TD Bank Group The Beer Store The Canadian Group The Canadian Salt Company Limited The Clorox Company of Canada Ltd. Tim Hortons Advertising & Promotion Fund (Canada) Inc.

Toronto Transit Commission Transgesco S.E.C. Unilever Canada Inc. Valeant Canada Consumer Products Visa Canada Vita Tree Nutritionals Inc. Walt Disney Studios Home Entertainment Weston Bakeries Limited Wrigley Canada YUM Restaurants International Associations Allied Beauty Association Association of Canadian Advertisers Inc. Association of International Automobile Manufacturers of Canada Brewers Association of Canada Canada’s Research-Based Pharmaceutical Companies (Rx&D) Canadian Cosmetic, Toiletry and Fragrance Association Canadian Marketing Association Canadian Vehicle Manufacturers’ Association (CVMA) Concerned Children’s Advertisers Consumer Health Products Canada Consumers Council of Canada Newspapers Canada Retail Council of Canada Spirits Canada/Association of Canadian Distillers Communication Agency Associations Association of Quebec Advertising Agencies (AAPQ) Institute of Communication Agencies

Media BC Transit Bell Media CBC/Radio-Canada City Digital Media COGECO Inc. Corus Entertainment Inc. Metrobus Transit Pattison Outdoor Advertising Rogers Media Inc. Shaw Media Inc. Société de transport de l’Outaouais (STO) The Globe and Mail The Reader’s Digest Association (Canada) Ltd. Toronto Star Transcontinental Media G.P. TransLink Suppliers and Communication Agencies Baker & McKenzie LLP Bereskin & Parr LLP beSPEAK Communications Blake, Cassels & Graydon LLP Borden Ladner Gervais LLP Brickworks Communications Inc. Brightworks Interactive Marketing CEDROM Sni Collins Barrow Toronto LLP CorbinPartners Inc. Cossette Davis LLP DDB Canada - Toronto DG FastChannel, Inc. Duit Direct Inc. Endo Networks Inc

Evidon, Inc. Fasken Martineau DuMoulin LLP Gowling Lafleur Henderson LLP Grip Limited Heenan Blaikie LLP kbs+p Canada Inc. Koch Thornton LLP Legault Joly Thiffault LLP Lemieux Bédard Communications Maclaren Corlett LLP McCarthy Tétrault LLP McMillan LLP Miller Thomson LLP Osler, Hoskin & Harcourt LLP Padulo Integrated Inc. Public Good Social Marketing Communications Publicis R.S. Engle Professional Corporation Stikeman Elliott LLP Stohn Hay Cafazzo Dembroski Richmond LLP Tank Inc. The Gandalf Group The Nielsen Company TNS Canada Welcome Wagon Ltd.

11 2012-2013 ANNUAL REPORT

Advertisers Air Canada Allergan Inc. AstraZeneca Canada Inc. Bacardi Canada Inc. Bandai America Incorporated, Canada Branch Bayer Inc. Bazooka Candy Brands, a Division of The Topps Company Inc. Beam Canada, Inc. Beiersdorf Canada Inc. Blip Toys Bombardier Recreational Products Inc. Brown Forman Canada Campbell Company of Canada Canada Dry Mott’s Inc. Division of Dr Pepper Snapple Group Canada Post Corporation CapitalOne CARA Operations Limited Chanel Inc. Church & Dwight Canada Corp. Coca-Cola Ltd. Colgate-Palmolive Canada Inc. Consumer Education Group Inc. Corby Distilleries Limited Crayola Canada Danone Inc. Diageo Canada Inc. Dyson Canada Limited Egg Farmers of Canada Eli Lilly Canada Inc. Enbridge Gas Distribution Inc. Enterprise Holdings Ferrero Canada Ltd.

ASC Councils: Upholding Advertising Standards



ASC Standards Councils (Councils) play a vital role in ensuring the integrity and viability of advertising self-regulation. Composed of advertising industry and public representatives, the Councils are independent, volunteer bodies. Their mandate is to adjudicate complaints about advertising under the provisions of the Canadian Code of Advertising Standards, our principal instrument of advertising self-regulation.

Not Photographed John Azevedo Marketing Nintendo of Canada Ltd.

Louise Lutic Public Representative Sheryl O’Toole Marketing Coordinator Peoples Drug Mart

Alexis Cameron Manager, Digital Products The Vancouver Sun/ The Province

Adam Seely Account Executive Pattison Outdoor Advertising

Theresa Courneyea Public Representative

Helen Smallcombe Public Representative

Chris Dodge Public Representative

Michelle St-Jacques Marketing Director, Skin & Household Cleaning Unilever Canada

Michele Erskine Director of Marketing CBS Outdoor

Pat Sullivan Public Representative

Standards Council (Toronto)

Rafe Engle (Chair) RS Engle Professional Corporation

Roberta Albert Public Representative

Peggy Barnwell Public Representative

Denise Barrett Public Representative

Tim Bowen TMTC Consulting

Renee Bozowsky Public Representative

Mike Darley Senior Manager, Advertising Standards Canadian Broadcast Corporation

Rick Emberley Marketquest-Omnifacts

Jan Evanski Creative Director Corus Radio Vancouver

Eleanor Friedland Public Representative

Lorraine Hughes Public Representative

Marilyn King VP Production Services Pattison Outdoor Advertising

Helena Lazar VP Brand Director, Specialized Communications Publicis

John Leckie Partner Gowling Lafleur Henderson LLP

Nicolas Lopez Head of Emerging Products – Marketing Visa Canada

Dr. Yvonne Martin-Newcombe Public Representative

Margo Northcote Associate Creative Director Brandworks

Andeen Pitt Partner, VP of Connections Wasserman & Partners Advertising

Karol Stefanovska Sr. Manager, Marketing Compliance Loblaw Inc.

Teresa Tsuji Senior Account Manager Rogers Healthcare Group

Robert Wyckham Public Representative

Ted J. Ykema Group Marketing Director Pfizer Consumer Healthcare

Standards Council (Montreal)

Suzanne Carpenter General Manager Corus Radio Toronto

Joan Cohen Public Representative

Megan Coles Public Representative

Raymonde Lavoie (Chair) President DesArts Communication

Norm Kirk Public Representative

Larry LaPorta General Manager Beiersdorf Canada Inc.

Stephen Lawson Senior Legal Counsel Hudson’s Bay Company

Denis Dompierre Public Representative

Elena Chouw Public Representative

Christiane Dubé Marketing Director La Presse

Philippe Comeau Creative Director LG2

Luc-André Cormier Vice-President, Marketing and Digital V Interactions Inc.

Sylvain Desrochers Public Representative

Diane Lapointe Chief of Brand Management and Communication Marketing Gaz Métro

Brigitte Lefebvre Public Representative

Lucienne Lemire Public Representative


Kate Reynolds-Braun Account Manager The Globe and Mail

Nancy G. Rubin, Q.C. Partner Stewart McKelvey

Nadia Martel Senior Legal Advisor Bombardier Recreational Products Inc.

Marie-Luce Ouellet Director, Marketing Communications and Strategic Planning Association of Québec Advertising Agencies (AAPQ)

Gilber Paquette Executive Director and Marketing Director Hebdos Québec

Lise Plante Marketing and Communications Director Conseil québécois du commerce de détail

Manon Richer Worldwide Biopharmaceutical Businesses Materials Reviewer Pfizer Canada Inc.

Not Photographed


Ronald Béliard Public Representative

Paul Hétu Vice-President Association of Canadian Advertisers Inc.

Alykhanhthi Lynhiavu Public Representative

Carole Thibault Senior Manager Regulatory Affairs Danone Inc.

Joëlle Turgeon Advisor, Commercial Acceptance Société Radio-Canada

Diane Patenaude Director of Communications and Marketing V Interactions Inc. Dominique Villeneuve General Manager Association of Québec Advertising Agencies (AAPQ)


Suzanne Raitt Vice President of Innovation and Marketing Newspapers Canada

Children’s Clearance Committee Charged with the important responsibility of ensuring that broadcast advertising to children complies with the Broadcast Code for Advertising to Children, this committee includes both industry and public representatives.

Not Photographed Nanao Kachi Director, Social Policy Canadian Radio-television Telecommunications Commission Jill Milner-Yi Public Representative Nicole Bellam (Chair) Vice President, ASC Clearance Services

Rhonda Bagnall Director TVB – Telecaster Services

Alternates Susan Houston Relationship and Social Marketing Manager Concerned Children’s Advertisers Jean Larivière Senior Analyst and Client Services Manager, ASC Clearance Services

Marisa Barber VP, Group Account Director Young & Rubicam

Denise Barrett Public Representative



Dan Perry Senior Analyst, ASC Clearance Services Karine Picard Commercial Analyst TVB – Telecaster Services Sasha Munsami Commercial Analyst TVB – Telecaster Services

Megan Coles Public Representative

Anne Lovegrove Chief Program Officer Concerned Children’s Advertisers

Mike Darley Senior Manager, Advertising Standards Canadian Broadcasting Corporation

Consumer Health Product Advertising Advisory Council

Cosmetic Advertising Advisory Group

Members of the Consumer Health Product Advertising Advisory Council (CHPAAC) provide advice to ASC regarding consumer drug clearance policies and procedures. CHPAAC is composed of representatives from the advertising industry, health and medical organizations, the public, Health Canada and other interested/responsible organizations.

The Cosmetic Advertising Advisory Group (CAAG) includes representatives from industry, the public, Health Canada and ASC. CAAG develops and proposes to Health Canada revisions to the Guidelines for Cosmetic and Advertising Labelling Claims.

Voting Members

Lorinda Loftonbrook-Phillips (Chair) (Canadian Cosmetic, Toiletry and Fragrance Association) Executive Director, Global Regulatory Affairs & Government Relations Estée Lauder Companies

Catherine Shand (Vice-Chair) (CHP Canada) Senior Vice President Managing Partner Young & Rubicam

Derek Nighbor Senior Vice President Public & Regulatory Affairs Food & Consumer Products of Canada

Peggy Barnwell Public Representative

Carol Repchinsky Editor-in-Chief, Publications Canadian Pharmacists Association

Carl Carter Director, Regulatory Affairs & Policy Development Canadian Health Food Association Gary Garland Executive Director Magazines Canada Janet Isaac (CHP Canada) Director of Marketing Pfizer Consumer Healthcare Jayne Johnston Communications Manager The College of Family Physicians of Canada Bob Leroux (Outdoor Marketing Association of Canada) Vice President/General Manager, Central Region Pattison Outdoor Advertising LP Lorinda Loftonbrook-Phillips (Canadian Cosmetic, Toiletry and Fragrance Association) Executive Director, Global Regulatory Affairs & Government Relations Estée Lauder Companies

Ken Stallman (Institute of Communication Agencies) President KS Integrated Communications (KSIC) Millicent Toombs Senior Policy Analyst Canadian Medical Association

Ex-Officio Alain Musende Manager, Regulatory Advertising Section Marketed Health Products Directorate (MHPD) Health Canada Nicole Bellam Vice President, ASC Clearance Services

Son Chau (Vice-Chair) (Canadian Cosmetic, Toiletry and Fragrance Association) Vice President, Scientific & Regulatory Affairs L’Oréal Canada Inc. Peggy Barnwell Public Representative Nicole Bellam Vice President, ASC Clearance Services Anik Michelle Chartrand Regulatory Affairs Supervisor – Head PSCU Bureau of Product Review and Assessment Natural Health Products Directorate (NHPD) Health Canada Paul Chowhan Manager, Risk Management Strategies Division Health Canada Emily Contreras Acting Unit Head Risk Management Unit 1 – Chemistry/Flammability/ Cosmetics Health Canada Gulnara Gabidullina (Canadian Cosmetic, Toiletry and Fragrance Association) Section Head Regulatory Affairs Department Procter & Gamble Inc.

Gordon B. Greenwood (Allied Beauty Association) Partner MacLaren Corlett LLP Colleen Leithman (Direct Sellers Association) Senior Legal Counsel, Legal & Corporate Affairs Avon Canada Rose Ngo Regulatory Project Manager – Special Projects Office of Business Transformation Therapeutic Products Directorate (TPD) Health Canada Edwina Singh (CHP Canada) Regulatory Affairs Associate Bayer Inc. Susan Solomon Executive Director Allied Beauty Association

Liaison Kathleen Ljubisic Director, Regulatory and Scientific Affairs and Department Head Canadian Cosmetic, Toiletry and Fragrance Association (CCTFA) Ruta Rozentals Senior Analyst ASC Clearance Services

Advertising Standards Canada Staff Staff members at ASC bring their experience and dedication to their respective areas of responsibility, individually and collectively contributing to the achievement of ASC’s mission, goals and objectives for responsible advertising self-regulation.

Linda J. Nagel President and CEO

Nicole Bellam Vice President, ASC Clearance Services

Astrid D’Sanges Administrative and Accounting Assistant

Jonathan Deribew Network Administrator

Marie-Cécile Etouman Administrative Coordinator, ASC Clearance Services

Janet Feasby Vice President, Standards

Jennifer Finjan Executive Assistant/Office Manager

15 Rhoda Guba Administrative Coordinator, ASC Clearance Services

Amy Kedrosky National Standards Coordinator

Jean Larivière Senior Analyst and Client Services Manager, ASC Clearance Services

Ruta Rozentals Senior Analyst, ASC Clearance Services

Louise Swift Senior Analyst, ASC Clearance Services

Peter J. White Senior Vice President, Operations

Charlotte Wurz Senior Analyst, ASC Clearance Services

Danielle Lefrançois Communications Manager (Quebec)

Claire Palardy Standards Coordinator (Quebec)

Dan Perry Senior Analyst, ASC Clearance Services


Sandra Gharbi Clearance Analyst, ASC Clearance Services

Toronto Office Advertising Standards Canada 175 Bloor Street East South Tower, Suite 1801 Toronto, Ontario M4W 3R8 Phone: (416) 961-6311 Fax: (416) 961-7904

Montreal Office Advertising Standards Canada 2015 Peel Street Suite 915 Montreal, Quebec H3A 1T8 Phone: (514) 931-8060 Fax: (877) 956-8646

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