so called “Milk Carton” ad produced by VirtueMedia has appeared on CTV, and inappropriately
attempts to use the once popular milk carton "missing children" campaign to misrepresent safe,
legal abortion care. In addition to being distasteful, the ad violates several
provisions of the Canadian Code of Advertising Standards:
1. (a) Accuracy and Clarity: 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).
ad contains inaccurate information about the legalization of abortion in Canada
and makes deceptive and misleading claims about a safe, legal medical procedure.
9. Imitation: No advertiser shall imitate the copy, slogans or illustrations of
another advertiser in such a manner as to mislead the consumer.
even states on their website that the "...milk carton has become a
recognizable icon to display the photos of missing children..." and they
clearly copying this illustrative symbol in their ad to advance their anti-abortion agenda.
14. (c) Unacceptable Depictions and Portrayals: Advertisements shall not: 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.
campaign is another attempt to negatively depict women who choose abortion care.
Canada’s long-standing tradition of protecting women’s health and
tell Advertising Standards Canada that this deceptive advertising campaign has
no place in Canada!