In Canada, advertising to children for foods and beverages that do not meet Health Canada's nutrition standards is restricted through an independently administered Code.
Here's why it matters
In Action Today
The Code for the Responsible Advertising of Food and Beverage Products to Children is in place today for all advertising across all media and it works.
The Code is the best, fastest and most effective way for the Government of Canada to achieve their policy objectives.
It goes beyond the Government of Canada’s proposed guide by incorporating pre-clearance by Ad Standards that ensures compliance and a responsive consumer and advertiser complaints system.
An Effective Approach
Focused on Protecting Children
The Government of Canada’s approach and Bill C-252 is an overreach and will have consequences beyond advertising to children.
The Government of Canada did not consult with industry and stakeholders, wrongly restricting meaningful advertising to adults, and omitting a clear definition for advertising directed at 'children.’
Industry Initiative
Through intensive consultation and modelled on the successful Quebec system, industry took initiative to develop a Code that meets and exceeds Health Canada’s proposed regulations.
Everyone’s Accountable
Ad Standards, an independent third party, administers this mandatory Code that governs all food and beverage advertising to Canadians.
The Code is mandatory and applicable to all ads for food and beverages across all media.
It recommends that advertisers submit ads for preclearance that will be seen by Canadians – not only traditional broadcast, but also in digital and social media.
Pre-clearance ensures compliance with this Code and is underpinned by a responsive consumer and advertiser complaint system that applies to all ads that were not precleared.
