Village Squire, 1973-06, Page 27When you complain about improper advertising,
we do something about it. Fast. For example:
Thecaseof
th. Magic Mouse
From the files of the Advertising Standards Council
One day a consumer sent us a "Magic Mouse" toy. She complained that the
television advertising had exaggerated the quality and performance of the product.
And after examining the product and the advertising. we agreed.
This is the advertising rule that was broken:
"No advertisement shall be/prepared. or be knowingly accepted, which
contains false. misleading. unwarranted or exaggerated claims — either directly
or by implication. Advertisers and advertising agencies must he prepared to
substantiate their claims."
Here's what we did about it, immediately.
First we phoned the television station that had run the "Magic Mouse"
commercial. They told us they had already cancelled ,;he commercial because
of similar complaints. Since the advertiser (a U.S. company) did not reply to
our inquiry. we issued an 'urgent' bulletin requesting all stations to contact us
before accepting advertising from this company. The "Magic Mouse" is no
longer advertised.
Keep this complaint notice. If you see dishonest or unfair advertising, send it to us.
r
Advertising Standards Council
COMPLAINT NOTICE
Product or Service:
Date advertisement appeared:
Where it appeared: 0 T.V. 0 Newspaper 0 Magazine
❑ Radio 0 Outdoor 0 Transit
Name of publication or station:
Please investigate this advertisement which in my opinion breaks the Canadian Advertising
Standards Code because:
Name
Address
City Zone Province
Advertising Standards Council, 159 Bay Street, Toronto 116, Ontario,
L J
The Advertising Standards Council is a division of the
Canadian Advertising Advisory Board. We work for better advertising.
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