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
included.
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.
