Advertising Standards Canada (ASC) has released its 2010 Ad Complaints Report outlining consumer complaints received under the Canadian Code of Advertising Standards.
ASC received a total of 1,200 consumer complaints about 743 ads in 2010, upholding 80 of those complaints regarding 58 ads. Those figures are in line with 2009, when ASC received a total of 1,228 complaints about 760 ads, upholding 80 complaints regarding 56 ads.
As in 2009, value continued to be one of the so-called “hot buttons” for consumers, as concerns over inaccurate and misleading advertising – particularly in the retail sector – accounted for approximately 35% of last year’s complaints.
Complaints included concerns about what ASC identified as “broad, unqualified claims,” “claims that certain physical conditions and illnesses could be alleviated through the use of unapproved treatments, products or services” and “unsubstantiated environmental claims.”
Examples of advertising claims found by the ASC to be misleading or unsubstantiated featured phrasing such as “emission-free,” “better for the environment” and “no contracts.”
ASC also said it received more than 100 complaints about two “provocative” out-of-home campaigns that used sexual imagery. It also heard from consumers who felt children were featured inappropriately in some commercials for products and services, and who felt that certain types of products and services should not be advertised to children.
Retail advertising generated the greatest number of complaints with 256, a 27% increase over the previous year (30 of the complaints were upheld). The service category generated the second highest amount of complaints with 134 – up from 93 in 2009 – followed by advertising of personal and proprietary products with 119 complaints.
Other sectors receiving complaints included food/supermarkets (118), recreation and entertainment (91, none of which were upheld), finance (69), automotive (63), government/not-for-profit (58,) media (49) and alcoholic beverages (32).
As in previous years, television advertising generated the greatest number of complaints with 526, 44% of the total. It was followed by out-of-home with 199 (17%), internet advertising with 153 (13%) and newspapers with 77 (6%).
