Winter 2023
Ad Standards eNews
Food and beverage advertisers observing new framework for advertising to children
In June 2021 members of the advertising and food and beverage industries launched the Code for the Responsible Advertising of Food and Beverage Products for Children (“Code for Children’s Food and Beverage Advertising” or CCFBA). 

The CCFBA recognizes that children are a special audience, and that advertisers must be sensitive to messaging about food, food choices and consumption. Under this new national standard, only food that meet specified nutrition criteria may be advertised to children under the age of 13.  
The last 18 months have served as a transition period for industry to comply with this new program. 

We are pleased to announce that Ad Standards will begin administering the program later this year by offering preclearance services, as well as receiving complaints from the public and providing compliance reporting

This new industry-created guidance will bring even greater accountability to the industry, continuing Canada’s legacy as a leader in responsible advertising to children.

A refreshed set of principles for AdChoices compliance
This past fall, the Digital Advertising Alliance of Canada (DAAC) released a refreshed set of principles for compliance with their AdChoices self-regulatory program for interest-based advertising.

AdChoices program participants should review the new principles to ensure continued compliance. Beginning January 1, 2023, the updated Principles apply to all participants. Ad Standards is responsible for monitoring the compliance of participants, and addressing consumer complaints, under the AdChoices program.  

New resource for influencer disclosure
Ad Standards produced a new informational video on influencer disclosure. The short (2.5 minute) video was made to inform teenagers on how to discern when their favourite influencers are advertising products or services.

It also covers:
  • How influencers are compensated for advertising a product/service
  • The basics of understanding “disclosure”
  • Where to look for evidence of disclosure on social media
  • Other need-to-know information related to influencer marketing

The video was presented as part of Media Literacy Week 2022, an annual national campaign hosted by MediaSmarts, to promote digital and media literacy. You can access it via the Library of resources on our website. 

Get to know Ad Standards’ Communications Lead
Jessica Yared joined Ad Standards as Communications Lead in May 2022. Jessica is responsible for writing, designing and executing Ad Standards’ external communications, including for the Ad Standards website, LinkedIn and Twitter accounts, and mass emails to our members and other stakeholders, including this very newsletter! She also manages media requests, events, editing, design and layout of reports and other resource documents, and the Ad Standards scholarship program. 
Jessica has been working in a communications function in the advertising industry for nearly a decade, having spent a number of years working in a similar capacity at the Association of Canadian Advertisers. 

“I find a great deal of satisfaction working at an organization that plays a central role in the advertising industry, and endeavours to make advertising better for both the public and the people who work in it. Advertising, being the inherently influential medium and mirror of society that it is, has the capability to lead positive societal change – we’ve seen this with DEI efforts over the last few years. Everyone in the advertising industry shares this responsibility, and I am happy to play whatever small part I can in educating and motivating our industry in this manner.”

Advertising self-regulation – the global view
Did you know that most of the 50 advertising self-regulatory organizations (SROs) that exist around the world use the International Chamber of Commerce’s Advertising and Marketing Communications Code as the basis for their local advertising standards? The Canadian Code of Advertising Standards, used by Ad Standards, is no exception!

The International Council for Advertising Self-Regulation (ICAS) has been collecting information like the above on existing self-regulatory systems around the world since 2017.
The fifth edition of their Factbook, released before the New Year, highlights key facts and figures about SROs and provides a high-level comparison between different markets around the world, including Ad Standards.

Ad Standards presents at Advertising & Marketing Law Conference
Ad Standards was pleased to share its expertise at the Canadian Institute’s 29th annual Advertising & Marketing Law Conference, which took place in downtown Toronto from January 18 to 19. It was wonderful to be back in person and see many familiar faces after two years of virtual conference programming.

Our President and Chief Legal Officer, Catherine Bate, spoke alongside the Competition Bureau’s Deputy Commissioner of Competition, Josephine Palumbo (pictured) on greenwashing and environmental claims, drip pricing, influencer marketing, new guidance relating to the Canadian Code of Advertising Standards, and other top priorities and recent developments of concern.
Our Senior Legal Counsel, Shelley Samel, discussed compliance in children’s advertising as it relates to the new Code for the Responsible Advertising of Food and Beverage Products for Children. She was joined by Ron Lund, President & CEO of the Association of Canadian Advertisers and Pierre Savoie, Partner at LJT Avocats.
Upcoming Events
March 7, 2023 | Arcadian Court, Toronto

Hear from Canada’s top brands and agencies on practical tools, inspiring ideas and valuable knowledge related to content marketing.

Ad Standards members, contact Randy Sageman to receive a discount code for over 30% off.

February 16, 2023 | Arcadian Court, Toronto

Join the nabs team and learn about a potential return to Kilimanjaro for nabs in fall 2023. Have a life changing experience climbing one of the "Seven Summits" while raising funds for your industry charity. 

Welcome New Ad Standards Members
We are pleased to welcome the following new members. These companies are part of a strong and diverse community of supporters tangibly demonstrating their commitment to effective advertising self-regulation through membership with Ad Standards.
Official Representative: Caley French, Vice President of Marketing
Lone Star Texas Grill was founded in Ottawa in 1986 and has grown to 23 locations across Ontario. The company's line of business includes the retail sale of Texas-inspired prepared foods and drinks for on-premise consumption. 
Official Representative: Rupa Bahri, Business Unit General Manager
GSK separated its Consumer Healthcare business to form Haleon and become an independent listed company. Haleon’s product portfolio spans five major categories - Oral Health, Pain Relief, Respiratory Health, Digestive Health and Other, and Vitamins, Minerals and Supplements (VMS). Rupa Bahri participates on Ad Standards’ Board of Directors. 
Official Representative: Andrew Alderman, Managing Director
MGA is a privately held toy and entertainment company whose mission is to entertain children around the world and become a memorable part of their childhood. MGA is a returning member. 
Membership renewals
Thank you to all our members who continue to support effective advertising industry self-regulation in Canada. We look forward to working with you again.

We encourage members to use the Ad Standards member logo in their communications materials.
Using this logo is an easy way to enhance consumer trust in your ads. Our consumer research indicates that a majority of Canadians (85%) are more likely to trust advertisements from Ad Standards members.

If you have any questions about your renewal or would like access to the logo for use, please contact Randy Sageman, Director, Member Relations, via email or phone: 416-961-6311 x 241.
Ad Standards | 416-961-6311 |