A federal government television commercial touting a not yet existent Canada Job Grant was misleading and a breach of the Canadian Code of Advertising Standards, Canada’s advertising watchdog has ruled.
In a letter to James Gilbert, assistant deputy human resources minister, Advertising Standards Canada said it received more than 20 consumer complaints alleging the ad was “misleading.”
After reviewing the complaints, the council concluded the ad, which aired in May at prime time during the NHL playoffs and likely cost hundreds of thousands of dollars, indeed “omitted relevant information” contrary to the code.
But since the government withdrew the ad before the council hearing and promised it wouldn’t air in its “current form in the future,” the council said it would not identify the government in its next online “Ad Complaints Report.” The self-regulating body’s only remedy is to ask that an ad be changed or removed.
“The general impression conveyed by this commercial to council was that implementing this program was imminent; that the program would be in place immediately upon obtaining approval from only one level of government, the federal parliament. However, the program, which involves matching grants from employers and provinces/territories, requires prior agreement with, and buy-in from, those partners,” says the letter obtained by Postmedia News.
Chosen excerpts by Job Market Monitor. Read the whole story at
via Harper government gets slap on wrist for ad touting job grant that doesn’t exist.
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