Good morning.
Thank you for the opportunity to speak to the Standing Committee on Government Operations and Estimates. Ad Standards is the national, independent, not-for-profit advertising self-regulatory body. For over 60 years, we have fostered community confidence in advertising and ensured the integrity and viability of advertising in Canada through responsible industry self-regulation. Advertising Standards Canada administers the Canadian Code of Advertising Standards, the principal instrument for advertising self-regulation in Canada and a national mechanism for accepting and responding to consumers’ complaints about advertising.
Through pre-clearance of advertising and through industry education, ASC Clearance Services also helps to ensure that advertising in five regulated categories complies with the government requirements affecting advertising, as well as specific industry codes and guidelines. The five regulated categories are children’s advertising, alcohol, food and non-alcoholic beverages, cosmetics, and consumer-directed non-prescription drugs.
Due to Ad Standards’ experience in reviewing advertising, in 2016 the Government of Canada asked us to review government advertising based on criteria outlined in the policy on communications and federal identity and the directive on the management of communications. Ms. Baird just went through the four key areas: objective, free from political party slogans and the primary colours associated with that, etc.
Ad Standards has just completed its first year, having undertaken over 1,800 reviews. The process involves an initial review of advertising campaigns with budgets over $500,000, which is mandatory, while departments may also choose to voluntarily submit campaigns with smaller budgets for our review. The initial review is then followed by a final review. Ad Standards’ reviews are posted on the Government of Canada’s website.
We have just signed a second-year contract, ending March 31, 2018, under which we will continue to review Government of Canada advertising against the criteria set out in the contract. We will also continue to participate in quarterly, or as needed, meetings to review the process and any other emerging operational issues.
Ad Standards thanks the Government of Canada for this opportunity and welcomes any questions.