As Earth Month puts a spotlight on sustainability, Ad Standards has released new guidance to support advertisers in communicating environmental benefits clearly and responsibly. The Environmental Claims Advisory is designed to help ensure that “green” claims remain accurate, transparent, and aligned with the Canadian Code of Advertising Standards (the Code).

Environmental messaging can play an important role in informing consumers to help them make more sustainable choices.

However, when claims overstate benefits, omit key context, or lack reliable evidence, they risk misleading consumers. This new guidance provides practical direction to help advertisers avoid these pitfalls.

The Advisory outlines 10 key tips to help advertisers develop environmental claims that are clear, specific, and properly supported. It also includes real-world examples of complaints related to green claims that were reviewed by the independent Standards Council and found to contravene the Code. These examples illustrate how misleading impressions can arise and how the Code is applied in practice, offering valuable insight into common issues and how they can be avoided.

By following this guidance, advertisers can better ensure their environmental claims provide meaningful, accurate information—supporting consumer trust while reducing the risk of consumer and competitor complaints.

Ad Standards recently released its second Annual Report on Responsible Advertising of Food and Beverage Products to Children (the Industry Code), highlighting how Canada’s self-regulatory system continues to support responsible advertising practices.

The report outlines how Ad Standards administers the Industry Code through education, independent preclearance, and complaints-based enforcement—giving advertisers practical guidance while helping maintain trust in advertising.

In 2025, preclearance remained an effective tool. Most ads reviewed met the Code’s requirements, often with only minor adjustments needed, and only a small percentage (3%) were not approved. Notably, no complaints were received under the Industry Code during the year, an encouraging sign that the system is working as intended.

The report also highlights updates that took effect at the beginning of 2026. These include a new name for the Code—now the Code for the Restriction of Food and Beverage Product Advertising to Children—and clearer language confirming that restrictions on advertising primarily directed to children are mandatory across the industry.

The Canadian gaming industry has taken an important step forward in promoting responsibility in advertising.

In 2025, the Canadian Gaming Association (CGA), in partnership with industry leaders, introduced the Code for Responsible Gaming Advertising (the CGA Advertising Code)—a set of guiding principles designed to ensure advertising is both socially responsible and aligned with public expectations.

The CGA Advertising Code establishes a clear benchmark for acceptable advertising practices across the gaming sector. It applies to all advertising of gambling, gaming, and betting in any medium directed to Canadians, by CGA members and other signatories. While it does not replace federal or provincial legislation, the CGA Advertising Code represents a voluntary industry commitment to meet—or exceed—the standards set by law.

Ad Standards is proud contribute to the effectiveness of this initiative. As of January 1, 2026, we began accepting and reviewing complaints under the CGA Advertising Code, helping to uphold responsible advertising practices in this sector.

Marie-Josée Beauchamp, Chair

Mike Darley, Former Chair

Ad Standards marks a leadership transition at the National Standards Council, as Mike Darley concluded his term as Chair following his final meeting on February 3, 2026.

Standards Council plays a central role in Canada’s advertising self-regulatory system. Composed of industry professionals and public representatives, Council adjudicates consumer complaints to assess compliance with the Canadian Code of Advertising Standards.

Mike served as a Council representative for over 15 years before taking on the role of Chair in 2019. Mike brought steady and thoughtful leadership to the role. He guided Council discussions with a focus on fairness and balance, ensuring a wide range of perspectives were considered in reaching decisions.

“We are very grateful to Mike for his years of service to the Standards Council,” said Catherine Bate. “He led Council meetings with grace and aplomb, always ensuring that all voices were heard and all opinions were considered. We thank him for his passion, thoughtfulness and diligence throughout his term.”

Reflecting on his experience, Mike shared, “It’s been a truly enjoyable and rewarding experience working with the entire Ad Standards team, and all of the Council members over the past years.” He will continue to contribute his expertise as a volunteer on the Children’s Advertising Clearance Committee.

Marie-Josée Beauchamp stepped into the role of Chair for the National Standards Council in March 2026. She has served as Chair of the Quebec Standards Council since 2024 and will retain this position alongside her new role. Marie-Josée has also supported National Council meetings over the past two years. Her appointment provides strong continuity in leadership.

“Marie-Josée has distinguished herself as a poised and effective Chair,” added Catherine Bate. “We are delighted to see her take on this expanded role.”

Michael Stoparczyk, a Council volunteer since January 2019, will also support the National Standards Council by chairing select meetings.

Ad Standards released its 2025 annual compliance report for the AdChoices Accountability Program. The report highlights progress made by companies committed to the Digital Advertising Alliance of Canada (DAAC) Self-Regulatory Principles for Online Behavioural Advertising (the Principles). 

Ad Standards works at arms-length from the DAAC to independently monitor participants’ compliance with the Principles and reports on the compliance of all participants annually.

We also report on the consumer complaints received by Ad Standards related to Interest‑Based Advertising (IBA). 

We are pleased to report that significantly fewer complaints raised potential IBA concerns in 2025. 

Since joining Ad Standards in 2024, Audrey Santana has brought a deeply people-centred approach to her role as Membership Coordinator—one shaped by an international life, multilingual fluency, and a long-standing commitment to service.

Fluent in English, French, and Spanish, Audrey’s career has consistently centred on relationship-building and support. Before joining Ad Standards, she worked in roles that focused on client service and connection.

Her earlier experiences span a wide range of global environments, including living and studying in New Zealand, France, Hong Kong, England, Spain, and Belize. This international perspective, combined with academic and professional experiences abroad, has strengthened her ability to engage with diverse groups and navigate complex stakeholder environments.

Audrey was drawn to Ad Standards because its mission strongly aligns with her personal values. She is motivated by work that contributes to trust, clarity, and accountability in communications. She describes advertising as a dynamic and complex industry—one she is still learning—but that fascinates her for its creativity and reach.

In her role, Audrey has developed a deeper appreciation for the range of member organizations Ad Standards serves, from advertisers and agencies to media, law firms and other professional services, and industry associations, each with distinct needs and perspectives.

“By working with our members every day, I see how committed organizations across the industry are to responsible advertising. It’s rewarding to support them, knowing they’re also helping advance the important work we do in advertising self-regulation.”

What stands out most for Audrey about Ad Standards’ inner workings is the organization’s collaborative culture. She has high regard for the highly efficient team, united by shared values and a strong commitment to professionalism and service. Working in a bilingual environment is also important to her, reflecting Ad Standards’ commitment to supporting all advertising professionals and the public in Canada.

For Audrey, her work as Membership Coordinator is about more than administration—it is about connection and impact. She sees membership as a way for organizations to demonstrate commitment to fair, truthful, and accurate advertising, while also strengthening the broader self-regulatory system that supports the industry.

Whether onboarding new members, supporting presentations, or helping organizations make the most of their engagement, Audrey finds meaning in the relationships she builds and the trust she helps reinforce.

Prescription Drug Advertising: Understanding DTCA Requirements

Wednesday, May 13, 2026

1:30 p.m. to 2:30 p.m. ET

Attend this webinar for an overview of the rules for direct-to-consumer prescription drug advertising (DTCA), with practical guidance to develop compliant, consumer-directed messaging.

Truthful and accurate advertising is essential for building consumer trust.

At Ad Standards, we help the ad industry maintain truth, fairness, and accuracy in advertising. We make this possible by administering the Canadian Code of Advertising Standards, adjudicating complaints and offering preclearance for specific advertising divisions, as well as providing education on advertising regulations and industry best practices.

As Canada's not-for-profit advertising self-regulatory organization, we are committed to providing a comprehensive framework to help advertisers and their partners meet the standards consumers can trust—in any and all media.

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Follow Ad Standards on LinkedIn to stay informed, stay compliant, and champion ethical advertising!