The Canadian Advertising Foundation is now handling preclearance of tobacco advertising intended for use in Canadian media.

caf will be assessing ads according to the provisions of the Tobacco Industry Voluntary Packaging and Advertising Code developed by the Canadian Tobacco Manufacturers Council (ctmc).

Since introducing the self-regulatory code in December 1995, all tobacco advertising has been precleared by the law firm Scott & Aylen in conjunction with the Tobacco Advertising Supervisory Committee, a group independent of the ctmc and the tobacco companies.

ctmc developed the self-regulatory code following a 1995 Supreme Court of Canada decision that struck down the 1988 federal Tobacco Products Control Act which had banned all tobacco advertising.

Since 1990, when the ban took effect, advertising by tobacco companies was limited to sponsorship of sports and cultural events.

Tobacco manufacturers voluntarily stopped broadcast advertising in 1972.

Although last year’s court decision means tobacco companies can advertise on radio and television, they are restricting their efforts to newspapers, magazines and outdoor.

caf is also responsible for preclearance of cosmetic, food and non-alcoholic beverage advertising, as well as advertising to children.