Consumers continue to rate ads in traditional media as more trustworthy than ads that appear online according to a new study from Advertising Standards Canada (ASC). The ASC Research: Consumer Perspectives on Advertising 2015 report found that a majority of Canadians continue to feel positively about advertising and get value from the ads they read, hear and see.
Conducted in early 2015 with a representative sample of 1,052 Canadians, this research probes into consumer comfort levels concerning the truth and accuracy of advertising across all media. This study is a follow-up of the 2014 Consumer Perspectives on Advertising report.
Advertising Standards Canada (ASC) is the national independent advertising industry self-regulatory body committed to creating and maintaining community confidence in advertising. ASC members – leading advertisers, advertising agencies, media and suppliers to the advertising industry – are committed to supporting responsible and effective advertising self-regulation.
A not-for-profit organization, ASC administers the Canadian Code of Advertising Standards, the principal instrument of advertising self-regulation in Canada, and a national mechanism for accepting and responding to consumers’ complaints about advertising.