One of the elements of the Code that has been revised recently is Testimonials, Endorsements, Reviews

(released October 2016). It was revised because many of the testimonials did not seem genuine. The
Code states:

Testimonials, endorsement or other representations  of opinion or preference must reflect the genuine, 
reasonably current opinion of the individual(s), group 
or organization making such representations, mustbe based upon adequate information about or 
experience with the identified product or service,  and must not be otherwise deceptive.

 Requires prominent disclosure of any material 
connection between endorser/reviewer and the  endorsed product or service
 In close proximity to the representation
 Material Connection:  that may affect the weight or credibility of the 
representation, and includes: benefits and incentives, 
such as monetary or other compensation, free 
proucts, discounts, gifts, contest entries, employment  relationship

Enforcement of the Code

Ad Standards does not provide legal enforcement and they can’t give penalties to offending advertisers
(only the Competition Bureau has legal regulations). However if an advertiser does not comply with Ad
Standards’ warnings to change an ad, then Ad Standards may contact the Competition Bureau/other
regulatory authorities (if their action was illegal). Otherwise it will contact the media company that is
showing the ad (for example Pattison Outdoor, CBC or the brand that is paying an Influencer) and the
company will pull the ad. Generally speaking, advertisers comply with Ad Standards’ requests
/requirements for these reasons. In the last 5 years, there has only been 2 cases of an advertiser not
removing an offending ad immediately. This reflects the strong influence of Ad Standards as a self-
regulatory agency, with no legal authority.

Offending ads are often brought to the attention of Ad Standards through the Consumer Complaint
Process. Most ads are changed by the second review.

Most consumer complaints are related to Truth/Accuracy.

Standards Council decides if an ad violates the Code. There is a subjective element to these judgements,
therefore the Council is comprised of representatives of different stakeholders including advertising