Advertising Standards Canada (“Ad Standards”) is a not-for-profit self-regulatory body that provides competitors with a confidential forum for the resolution of advertising disputes as an alternative to a court action. The process for dispute resolution with Ad Standards is governed by the Advertising Dispute Procedure (the “Dispute Procedure”). The Dispute Procedure is intended to provide a quick, pragmatic and cost-effective process to resolve advertising disputes and facilitate the expeditious amendment or withdrawal of advertising that contravenes the Canadian Code of Advertising Standards (the “Code”).