7/27/2019 Government of Canada.job Grant. Council Decision. Advertiser

1/2

Via email: james.gilbert@hrsdc-rhdcc.gc.ca

Confidential

August 14, 2013

Mr. James Gilbert

Assistant Deputy Minister

Public Affairs and Stakeholder Relations

Human Resources and Skill Development Canada

Place du Portage, Phase IV Floor: 10 Room 10A039

140 Promenade du Portage

Gatineau, QC K1A 0J9

Dear Mr. Gilbert:

Re: Standards Council Decision Our Case #s18931-18937, #18942, #18947-#18949, & #100-5969-

#100-5977, 100-6000, 100-6001 Government of Canada Jobs Grant Television

Advertisement

Advertising Standards Canada (ASC) received more than twenty consumer complaints alleging that

the above-referenced advertisement was misleading.

The Standards Council met on July 24 12, 2013, to consider these complaints. The Council includes

representatives from advertisers, advertising agencies, the media and the public, all of whomvolunteer their time to participate in this complaint review process. The criteria applied by Council

are found in the Canadian Code of Advertising Standards (Code), available on ASCs website.

Council carefully reviewed the advertisement, the complaints and the responses on behalf of the

advertiser against the provisions of Clause 1 (Accuracy and Clarity) of the Code.

Council understood that the commercial was intended to create awareness of a newly announced

grant in advance of its availability so that following parliamentary approval of the program,

employers and individuals could quickly access the grant.

The general impression conveyed by this commercial to Council was that implementing this program

was imminent; that the program would be in place immediately upon obtaining approval from only

one level of government, the federal parliament. However, the program, which involves matching

grants from employers and provinces/territories, requires prior agreement with, and buy-in from,

those partners.

1

7/27/2019 Government of Canada.job Grant. Council Decision. Advertiser

2/2

In reality, the implementation of this program is not imminent, and the process of obtaining such

agreement may well take a considerable length of time if, in fact, an accord with the provinces and

territories is even possible.

Council recognized that the commercial referenced partnerships with provinces and territories: With

the new Canada Job Grant, the Government of Canada will partner with business, provinces and

territories to help Canadians get the right skills for available jobs. However, this statement did not

suggest to Council that the program was conditional upon the support and participation of these

associates, which is anything but certain.

Council, therefore, unanimously concluded that the advertisement omitted relevant information

contrary to Clause 1(c) of the Code.

The Government of Canada advised ASC that the advertising had been withdrawn prior to theCouncil hearing, and that the advertising would not air in its current form in the future. On that basis,

the Government of Canada will not be identified in the summary of this case that will be published by

ASC in an upcoming online Ad Complaints Report.

Appeal Provision

If you believe that Councils decision was in error and wish to request an appeal, please follow the

procedure outlined in the Code. Unless, before August 23,2013, we receive your written notification to

the contrary, we will conclude that you are not requesting an appeal.

Thank you for your cooperation and participation in this self-regulatory process.

Yours sincerely,

Janet Feasby

Vice President, Standards

c.c. Benoit Trottier, Human Resources and Skill Development Canada

Louise de Jourdan, Advertising Coordination and Partnerships Directorate