Advertising Standards Canada has launched its largest ever "truth in advertising" campaign. Designed with Cossette, the campaign goes over the top with exaggerated, distorted and downright silly imagery to enforce its tagline “dressing it up doesn’t make it true.”



The campaign is running in a variety of magazines, including Reader’s Digest and many titles from Rogers Publishing and Transcontinental Media, says ASC president and CEO Linda Nagel. “We have research that shows consumer trust in a publication goes up when they run a message like this,” she says. “It shows readers the magazine community is invested in it.”

ASC’s Truth in Advertising campaign will be run nationally in French and English across all media platforms. The not-for-profit advertising self-regulatory body runs the campaigns every few years.