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BICYCLE ACTION in TORONTO Toronto cyclists standing together. legal defence, direct action, lobbying, education |
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BICYCLE ACTION in TORONTO Toronto cyclists standing together. legal defence, direct action, lobbying, education |
One of the campaigns ARC is presently engaged in is to convince the Advertising Standards Canada (ASC) to ban automobile advertisements that glamorize speed and/or that depict driving that could endanger the lives of cyclists and pedestrians.
Advertisers are bound by the Canadian Code of Advertising Standards. There are 15 standards, the 10th is the one which fits with this campaign. It is titled "Safety" and reads: "Advertisements must not display a disregard for public safety or depict situations which might encourage unsafe or dangerous practices, particularly when portraying products in normal use." Clearly, there are some current examples of advertisements which are contravening this Code of Standards.
| An example of a Clause 10 (Safety) ad that was sustained is as follows: | |
| Advertiser: | Bell Mobility |
| Region: | National (English) & Quebec (French) |
| Media: | Television |
| Complaints: | 12 |
| Description: | In a TV commercial for a cellular telephone service, an adult man, who is re-living a childhood dare, licks a frozen pole in an outdoor setting. The result is that his tongue sticks to the pole. |
| Complaint: | That the commercial might influence children to emulate the man's actions. |
| Decision: | Council concluded the commercial violated Clause 10 of the Code by depicting a situation that might encourage unsafe or dangerous practices. |
The ASC operates on a case-by-case basis, responding to complaints about specific advertisements. We are making a call to all cyclists and pedestrians to make complaints to the ASC about dangerous ads that appear anywhere (ie TV, radio, newspaper, billboards, etc.)
Please take a few moments to read the consumer complaints process below, file a complaint, and copy your letters to us.
If it is a print advertisement, it helps if you can enclose a copy of the advertisement; with a broadcast message, identify the station, approximate time, the name of the product, etc. Give a brief written explanation as to why you think the message contravenes the Code.
| Submit your complaint by: | |
| Mail: |
Advertising Standards Canada Standards Division 350 Bloor Street East Suite 402 Toronto, Ontario M4W 1H5 |
| Fax: | (416) 961-7904 |
| E-Mail: | complaints@adstandards.com |
When a complaint is received, ASC staff initially reviews the advertising in question against the Code and/or Guidelines. Following the initial evaluation, complaints that raise an issue under either of these documents are referred to the appropriate Consumer Response Council or Advisory Panel on Gender Portrayal.
Complainant receives written acknowledgement of receipt of complaint. Advertiser is notified of complaint, and a response is requested. (Complainant's identity is kept confidential.)
If a Code or Guidelines violation is determined, the advertiser is requested to appropriately amend or withdraw the advertising in question.
Complainant and involved advertiser are advised in writing of decisions, whether or not the complaint is sustained.
If the advertiser or complainant disagrees with a decision, an appeal process is available.
If the advertiser does not comply with a decision made under the Code, the media involved are notified and generally do not exhibit the advertising in that form.
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