L23 - Advertising Ethics

What are the main regulatory bodies for advertising in Canada?

• Criminal Code: Regulates hate speech and some ethical principles.

• Competition Bureau: Regulates misleading and deceptive marketing practices.

• Advertising Standards Canada (ASC): The main self-regulatory body for advertising ethics.
  Example: ASC handles complaints about misleading or inappropriate advertisements​

What does the Accuracy and Clarity principle ensure?

Ads must not be confusing or dishonest, and even unintentional deception is prohibited.
Example: Footnotes must be legible and shown long enough to read

Why is dishonesty by omission problematic in advertising?

It can mislead consumers even without directly false statements.
Example: Leaving out crucial information about subscription fees in a trial offer​

What is prohibited under the Disguised Advertising Techniques principle?

Ads must not be presented in a way that hides their commercial intent.
Example: Product placement that looks like content rather than an ad​.

What must be considered when making price claims in ads?

Prices must be realistic, and discounts must be accurately represented without misleading comparisons.
Example: An ad claiming "50% off" must clearly state the original price and any conditions​

Why are terms like "Regular Price" or "Suggested Retail Price" potentially deceptive?

They must reflect actual market prices within a reasonable period.
Example: Listing a product as "on sale" without it being regularly sold at the original price​

What is bait and switch in advertising?

Advertising a product at a low price to attract customers, but pushing a more expensive item once they arrive.
Example: A store advertising a sale item that is unavailable, then offering a pricier alternative​

What must be included in an advertisement offering a guarantee?

Clear information on conditions, limits, and the name of the guarantor.
Example: A car warranty ad specifying coverage details and limitations​

What is prohibited in comparative advertising?

Unfairly discrediting or attacking competitors’ products or services.
Example: An ad claiming a competitor’s product is inferior without evidence​

What are the requirements for using testimonials in ads?

Testimonials must reflect genuine, current opinions based on actual experience.
Example: An influencer endorsing a product they’ve never used would violate this principle​

Why must scientific claims in advertising be accurate?

To prevent misleading consumers with false or exaggerated scientific endorsements.
Example: Claiming a skincare product is "clinically proven" without credible studies​

Why is it unethical to copy another advertiser’s content?

It misleads consumers by imitating the visual style or message of another brand.
Example: A generic brand mimicking a popular cereal box design​

What safety considerations must advertisements follow?

They must not depict dangerous practices or encourage unsafe behavior.
Example: An ad showing risky stunts without disclaimers could be seen as irresponsible​

What is unethical about using superstition or fear in advertising?

Exploiting fears to sell products is considered manipulative.
Example: Claiming that not using a specific product will result in health issues without proof​

What restrictions exist for advertising to children in Canada?

Ads must not exploit children’s credulity, and advertising to children under 13 is prohibited in Quebec.
Example: A toy ad misleadingly suggesting that accessories are included when they are sold separately​.

What types of content are prohibited in advertising under this principle?

• Discriminatory or violent content

• Depictions that demean individuals or groups

• Content that undermines human dignity
  Example: An ad that mocks a minority group or portrays harmful stereotypes​

What is shock advertising?

Deliberately using provocative or controversial content to attract attention.
Example: Anti-smoking campaigns showing graphic images of health consequences

What is the ethical dilemma with shock ads?

While they generate discussion, they can also offend or disturb audiences.
Example: A social cause ad using graphic violence to make a point​

Why might self-regulation in advertising be problematic?

Industry bodies like ASC might lack enforcement power and be biased toward protecting business interests.
Example: An ad campaign being criticized but not retracted due to industry backing​

What is one argument in favor of self-regulation?

It allows industries to set realistic standards without heavy government intervention.
Example: ASC updating guidelines to reflect changing social norms without needing new legislation