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Canada: Children's food advertising initiative
Date: 12/02/2008
In April 2007, Canada's food and beverage industry announced the launch of the Canadian Children's Food and Beverage Advertising Initiative, administered by Advertising Standards Canada, the industry's independent self-regulatory body. It has been supported by the Canadian Minister of Health, and gathers 16 leading food and drink companies.
On 6 February 2008, Advertising Standards Canada (ASC) released the details of each participant's commitment for the first year of the Canadian Advertising Initiative. Attached, you will find an overview comparing each company's commitment.
The commitments cover advertising in print, on television, radio and the Internet. They include:
- Campbell Company of Canada, General Mills Canada Corporation, Kellogg Canada Inc, Kraft Canada Inc, McDonald's Restaurants of Canada Ltd, Nestlé Canada Inc, Parmalat Canada Inc., and Weston Bakeries Limited will direct 100% of their children's advertising to healthier dietary choices in accordance with standards that are consistent with scientific and/or government nutrition standards.
- Cadbury Adams Canada Inc, Coca-Cola Canada, Hershey Canada Inc, Janes Family Foods Ltd, Mars Canada Inc, McCain Foods Canada, PepsiCo Canada, and Unilever Canada Inc. will not direct advertising to children under 12.
- Incorporate only products that meet the Children's Advertising Initiative criteria for healthier dietary choices in interactive games primarily directed to children under 12 years of age;
- Restrict the use of third party licensed characters in children's advertising to products that meet the Children's Advertising Initiative criteria for healthier dietary choices;
- Not pay for or seek to place food and beverage products in program/editorial content of any medium primarily directed to children;
- Not advertise food or beverage products in elementary schools.
More details can be found at http://www.adstandards.com/en/childrensinitiative/default.asp
