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ADVERTISING:

Regulation

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LAWS AND ETHICSLAWS AND ETHICS

Two forms of oversight are:

LEGAL

What the law allows

ETHICAL

What we SHOULD do

Ethics are usually the higher standard

Violations of ethical principles results in laws

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Avenues for OversightAvenues for Oversight

•GOVERNMENT REGULATION:

•[pass and enforce laws]

•SELF-REGULATON:

•Independent bodies [set standards]

•Media companies [to accept ads]

•OTHER:

•Buyer Recourse [“caveat emptor”]

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Government RegulationGovernment Regulation

Federal laws Canadian Code of Advertising Standards

Alcohol

Food and Drugs

Provincial laws Alcohol Regulations

Credit and Loan Disclosures

Unfair Trade Practices Act

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Advertising Standards CanadaAdvertising Standards Canada2001 Complaints2001 Complaints

161 Upheld

321 To Council

833 Pursued

1164 Complaints

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Quote of the dayQuote of the day

If you tell lies about a product you will be

found out – either by the government,

which will prosecute you, or by the

consumer, who will punish you by not

buying your product a second time.

• David Ogilvy

(Ogilvy & Mather)