Rogue ads to be identified by Canadian Ad Foundation

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TORONTO -- The Canadian Advertising Foundation is to reveal for the first time in its history the nature of consumer complaints and the names of advertisers whose ads are found to be in violation of the Canadian Code of Advertising Standards.

The CAF has always kept this type of information confidential, revealing only numbers of complaints by category with no mention of advertisers' identity or the nature of the complaints.

Due to amendments to the Code, the CAF will now release information on a quarterly basis. The CAF will also release details about complaints not upheld, if requested. The change to greater transparency is "to enhance the credibility and viability of the self- regulating process," says Linda Nagel, president of the CAF. The Code will also be expanded to cover all paid advertising. The current Code focuses mostly on broadcast ads.

Copyright January 1997, Crain Communications Inc.

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