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Explain to students that, in Canada, there are several bodies in place to handle consumer complaints and/or regulate advertising. The Competition Act is the Canadian law that attempts to prevent false and misleading advertising. The Canadian Advertising Standards Council has the right to take a commercial off the air if it is considered inappropriate. Finally, advertisements for products or services regulated by the Canadian government (e.g., drugs, alcohol, children’s products) have to be approved before they air and can also be pulled if complaints are made.

Create and label four areas in the room: strongly agree, agree somewhat, disagree somewhat, strongly disagree. Have students move to the posters that best express their opinion for each of the following statements.

Businesses have a right to advertise any type of product they want.

Advertising should be regulated by the government.

Advertising to children and youths should be restricted.

If a product is dangerous, then a business should not be allowed to advertise it.

As students take their places, write the statement on the board. Ask at least one student in each group to share his or her opinion each time.

Explain that students will be investigating what “rules” are in place to handle advertising complaints, and what organizations exist to whom consumers can voice concerns.

Have students view the clip Are beer ads harmful? and the additional clip Mad Dog Vachon beer controversy on the topic Selling Suds: The Beer Industry in Canada on the CBC Digital Archives website. As a class, discuss the issues raised about advertising a product like beer. Ask: What other products might cause similar reactions?

Ask students to write a paragraph in response to the question: Do you think these organizations provide sufficient regulation of advertising? Why or why not?

You may also ask students to compose a sample complaint letter in response to an advertisement they have seen that they think is inappropriate or misleading.