Advertising Guidelines

Advertising Content and Approval Guidelines

Please refer to the Greater Westside Board of Trade advertising policy below which outlines our standards and guidelines on acceptable advertising appearing on our advertising channels.

As the Voice of Business on the Greater Westside the Greater Westside Board of Trade brings an informed understanding of the markets we serve and provides advertisers with a commitment to quality service. All ads are placed on a first come first serve basis.

All advertising material is subject to review and approval by the Greater Westside Board of Trade marketing department prior to publication on our advertising channels. We reserve the right to not accept advertising if, in our opinion, the advertising does not meet our standards of acceptance.

The views and opinions expressed in advertisements on our advertising channels do not necessarily reflect the views and opinions of the Greater Westside Board of Trade.

1. Accuracy and Clarity

(a) Advertisements must not contain inaccurate, deceptive or otherwise misleading claims, statements, illustrations
or representations, either direct or implied, with regard to any identified or identifiable product(s) or service(s).

(b) Advertisements must not omit relevant information in a manner that, in the result, is deceptive.

(c) All pertinent details of an advertised offer must be clearly and understandably stated.

(d) Disclaimers and asterisked or footnoted information must not contradict more prominent aspects of the
message and should be located and presented in such a manner as to be clearly legible and/or audible.

(e) The advertiser must be clearly identified in an advocacy advertisement.

2. Disguised Advertising Techniques

No advertisement shall be presented in a format or style that conceals its commercial intent.

3. Exclusivity

Advertising is not exclusive to one individual within a particular sector or industry.

For example: There are no limitations to the amount of law firms or insurance companies that choose to advertise.

4. Price Claims

(a) No advertisement shall include deceptive price claims or discounts, unrealistic price comparisons or exaggerated
claims as to worth or value. “Regular Price”, “Suggested Retail Price”, “Manufacturer’s List Price” and “Fair
Market Value” are deceptive terms when used by an advertiser to indicate a savings, unless they represent prices
at which, in the market place where the advertisement appears, the advertiser actually sold a substantial volume
of the advertised product or service within a reasonable period of time (such as six months) immediately before
or after making the representation in the advertisement; or offered the product or service for sale in good faith
for a substantial period of time (such as six months) immediately before or after making the representation in
the advertisement.

(b) Where price discounts are offered, qualifying statements such as “up to”, “XX off”, etc., must be in easily
readable type, in close proximity to the prices quoted and, where practical, legitimate regular prices must be

5. Bait and Switch

Advertisements must not misrepresent the consumer’s opportunity to purchase the goods and services at the terms
presented. If supply of the sale item is limited, or the seller can fulfill only limited demand, this must be clearly stated in
the advertisement.

6. Guarantees

No advertisement shall offer a guarantee or warranty, unless the guarantee or warranty is fully explained as to
conditions and limits and the name of the guarantor or warrantor is provided, or it is indicated where such information
may be obtained.

7. Advertising

Advertisements must not, unfairly, discredit, disparage or attack one or more products, services, advertisements,
companies or entities, or exaggerate the nature or importance of competitive differences.

8. Testimonials

Testimonials, endorsements or representations of opinion or preference, must reflect the genuine, reasonably current
opinion of the individual(s), group or organization making such representations, and must be based upon adequate
information about or experience with the product or service being advertised, and must not otherwise be deceptive.

8. Professional or Scientific Claims

Advertisements must not distort the true meaning of statements made by professionals or scientific authorities.
Advertising claims must not imply that they have a scientific basis that they do not truly possess. Any scientific,
professional or authoritative claims or statements must be applicable to the Canadian context, unless otherwise clearly

9. Imitation

No advertiser shall imitate the copy, slogans or illustrations of another advertiser in such a manner as to mislead the

10. Safety

Advertisements must not without reason, justifiable on educational or social grounds, display a disregard for safety by
depicting situations that might reasonably be interpreted as encouraging unsafe or dangerous practices, or acts.

11. Superstitions and Fears

Advertisements must not exploit superstitions or play upon fears to mislead the consumer.

12. Unacceptable Depictions and Portrayals

It is recognized that advertisements may be distasteful without necessarily conflicting with the provisions of this Clause and the fact that a particular product or service may be offensive to some people is not sufficient grounds for objecting to an advertisement for that product or service.

Advertisements shall not:

(a) condone any form of personal discrimination, including that based upon race, national origin, religion, sex or age;

(b) appear in a realistic manner to exploit, condone or incite violence; nor appear to condone, or directly encourage,
bullying; nor directly encourage, or exhibit obvious indifference to, unlawful behavior;

(c) demean, denigrate or disparage one or more identifiable persons, group of persons, firms, organizations,
industrial or commercial activities, professions, entities, products or services, or attempt to bring it or them into
public contempt or ridicule;

(d) undermine human dignity; or display obvious indifference to, or encourage, gratuitously and without merit,
conduct or attitudes that offend the standards of public decency prevailing among a significant segment of the

13. Political Advocacy

Political advocacy advertisements by parties other than the Board of Trade itself are not accepted, unless approved in
advance by the Board’s Executive Committee.

for Advertising Item


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