Information we need
An advertiser’s response is a critical part of the information (and ultimately the case documents) considered by the Board. Advertisers should provide a detailed response that addresses not just the issues raised by the complaint but all elements of the relevant Codes and Initiatives.
General information required includes:
- a description of the advertisement (in non emotive/non creative terms that would enable an independent person to identify the particular advertisement)
- a copy of the script (if relevant)
- the CAD approval rating and CAD reference number if a TV ad
- a copy of digital media file(s) of the advertisement
- a copy of any other relevant information AND
- a statement about why the adveritsment complies with all sections of the relevant Codes or Initiatives.
More specifically, if a complaint is about an advertisement for a food or beverage product, an advertiser will need to provide the following additional information.
- A statement about whether the advertisement is directed to children or not
- A statement about whether the advertised product is a product primarily directed to children.
- Details of the media schedule and whether or not the advertisement is placed in programming that has a predominant child audience or is in a program directed to children.
- Substantiation of any nutritional claims made in the advertisement.
Information provided in response to complaints is included in case reports and these are made public. Advertisers should ensure they clearly identify any information which is confidential, commercial information that they do not wish to be made public.
In addition to the specific response to the complaint, the Advertising Standards Bureau also requires information to assist in the overall management and administration of the complaint administration component of the self regulatory system.
Information required is the advertiser’s:
- contact person for advertising complaints
- creative agency used for the advertisement
- media buyer.
Options available to advertisers
Advertisers sometimes decide to withdraw advertisements due to complaint(s) before the case goes to the Advertising Standards Board. In these cases advertisers must notify the Advertising Standards Bureau in writing and indicate the timeframe in which the particular advertisement will be withdrawn.
In such a situation, the Advertising Standards Bureau also requires a written undertaking that the advertisement will not be re-broadcast or re-published at a later date. The advertisement will go forward to be considered by the Board if an advertiser is unable to commit to not re-publishing or re-broadcasting the advertisement.
If an advertiser provides a binding confirmation of their intention to not broadcast, publish or display the advertisement, the Advertising Standards Bureau will usually notify complainants that an advertiser has chosen to withdraw the advertisement and the matter will not be considered by the Board. The Bureau reserves the right to continue with a case if it considers that the advertisement raises issues likely to be of concern to the community.