Ask an Analyst - General Submission Questions

Question:

When submitting, what should I enter under “product”?

Answer:

You should specify the brand name of the product and the offer. Vague entries can lead to confusion. Do not describe the product as “various” or “Christmas version”.  Also, include the actual brand name rather than the company name.

 

Question: 

Is it a requirement that you submit a script before the final film? If not can you provide script advice?

Answer:

With the exception of advertising to children where finished commercials must be submitted for review, Ad Standards does not require final film. Ad Standards recommends that you submit a script/storyboard prior to producing the advertisement. We will provide you with comments, if any, to help you prepare a commercial message that complies with the regulations. Once we have determined that your script complies, we will provide you with an Ad Standards stamped copy of your script/storyboard. Please note that  you will have to submit finished advertisements to CBC and Telecaster for review against their own broadcast codes prior to air.

 

Question:

Is there a regulatory board that reviews online marketing/advertising communications (Facebook, Twitter, etc)? I know this field is growing, so I'm wondering what kind of support there is for that end.

Answer:

While there is no single regulatory board that reviews online marketing communications in Canada, it is an advertiser’s responsibility to ensure the content of their online marketing is compliant with the regulatory framework in that sector. If it is a social media site, they are also responsible for the entire content of the site including user generated content. A consumer may submit a complaint to Ad Standards regarding a website that they think contravenes one of the clauses of the Canadian Code of Advertising Standards. As well, a consumer or an advertiser may complain to Health Canada, the AGCO or another regulatory body about online marketing that they think is non-compliant. If requested, Ad Standards does provide consultations for websites in the areas of food, cosmetics, drugs, children’s advertising and alcohol.

 

Ad Standards Disclaimer

Finally, there are a few important points to remember. First, Ad Standards' brief answers to your questions do not replace, and don’t carry the same weight as, Ad Standards' formal response to the advertising material you submit to us for approval. You must still submit advertisements for approval. To be safe, be sure to submit them to us before, not after, you’ve produced the advertising. Second, it’s not possible for Ad Standards to provide totally comprehensive and all-inclusive answers to your questions. What you’ll read here are specific answers from us to your specific questions. Even a slight change in the facts could alter our response. And third, it should be understood that our answers to your questions are intended to provide nothing more than guidance. In the same vein, Ad Standards disclaims liability for any errors, inconsistencies or omissions.

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