XR Extreme Reach Partners with Ad Standards to Support Direct Ad Pre-Clearances for Its Advertiser Clients in Canada

TORONTO - (October 31, 2025) Ad Standards, the self-regulatory body for Canada's advertising industry is pleased to support advertising preclearance in Canada for XR Extreme Reach, a leading platform for advertising operations.

XR's advertising clients, which include the world's top brands, can now submit ad creative for review and preclearance to Ad Standards directly through the XR platform. XR will continue to manage the storage, organization, and delivery of advertising assets across media platforms, while Ad Standards will oversee the review and approval process before campaigns go live with Canadian broadcasters and media companies.

"We're pleased to now have Ad Standards supporting all of our advertising clients across Canada," said Darren Stokes, VP and General Manager, XR Canada. "XR has long valued Ad Standards' leadership as the country's advertising self-regulator. This reflects XR's global approach to preclearance, where we partner with brands to ensure their ads meet local regulations and standards, whether we manage submissions on their behalf or they work directly with leading local organizations like Ad Standards."

Ad Standards Preclearance Services offers a proactive self-regulatory mechanism that provides objective and independent copy review and advisory services for consumer-directed messages across all media in both official languages. Ad Standards, a not-for-profit organization, first began preclearance services for children's broadcast advertising in 1972 and has expanded to provide these services for five other divisions: alcoholic beverages, children's advertising, cosmetics, food and non-alcoholic beverages, health products, and - added in 2023 - responsible advertising of foods and beverages to children.

Those submitting to Ad Standards - whether via XR or directly - will benefit from analysts with division-specific expertise, including those divisions previously serviced by XR, including food and non-alcoholic beverages, alcohol beverages and health products.

"Given our long-standing relationship with XR, Ad Standards is well positioned to support their clients," said Catherine Bate, President & CEO, Ad Standards. "Preclearance remains a cornerstone of our work as a not-for-profit dedicated to building trust in advertising. We will continue to guide advertisers and agencies toward creative that is both compliant and compelling - meeting the needs of regulators and agencies that require preclearance, the media that carry the ads, and the public."

For information about Ad Standards' Preclearance Services and how it works, visit adstandards.ca/preclearance/ or email [email protected]. XR clients with questions about how this affects their service should contact XR directly at [email protected].

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About Extreme Reach (XR) XR helps brands manage every aspect of their advertising creative, from talent payments and rights to ad delivery, so every ad lands exactly how and where it should. The XR platform powers millions of ad creative assets for the world's top brands, simplifying how marketers version ads, archive content, deliver campaigns, pay talent, and track usage rights, all while saving time and money. Headquartered in New York, XR also has offices in Canada, Europe, Asia, and Australia. Learn more at https://www.xr.global.XR Media Contact Graham McKenna Tel: +1 (510) 332-8939 [email protected]

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About Ad Standards
‍Ad Standards is the self-regulatory body for Canada's advertising industry. Through member support and cooperative industry initiatives, we build public confidence in advertising by helping ensure ads, in all media, are truthful, fair and accurate. We administer the Canadian Code of Advertising Standards, which sets criteria for acceptable advertising, and provides a mechanism for adjudicating and resolving consumer complaints and competitive disputes. We also review advertising creative and offer consultative services to help ensure compliance with relevant laws, regulatory guidelines and industry codes. Our collaborative relationships with Canadian regulators and global self-regulatory organizations provide a diversity of valuable insights, which inform our initiatives and goals.

Ad Standards Contact
Jessica Yared, Communications Lead
416-961-6311 ext. 227