1. 1 ADVERTISING: Regulation

2. 2 LAWS 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

3. 3 Avenues for Oversight GOVERNMENT REGULATION: [pass and enforce laws] SELF-REGULATON: Independent bodies [set standards] Media companies [to accept ads] OTHER: Buyer Recourse [“caveat emptor”]

4. 4 Government Regulation  Federal laws  Canadian Code of Advertising Standards  Alcohol  Food and Drugs  Provincial laws  Alcohol Regulations  Credit and Loan Disclosures  Unfair Trade Practices Act

5. 5 Advertising Standards Canada 2001 Complaints 161 Upheld 321 To Council 833 Pursued 1164 Complaints

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8. 8 Quote 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)