Clearance for the Children’s Food and Beverage Advertising Code

Ad Standards Clearance Services is charged by industry with the important responsibility of reviewing and approving all food and beverage advertising in any media to ensure compliance with the Code for the Restriction of Food and Beverage Product Advertising to Children (the Children’s Food and Beverage Advertising Code) and its companion, the Guide for the Restriction of Food and Beverage Product Advertising to Children (the Guide).

Under this mandatory national standard, developed by industry to establish a responsible approach to child audiences, only food and beverage products that meet specified nutrition criteria may be advertised in a manner that is primarily directed to children under the age of 13. After determining that the food meets the nutrient criteria, Ad Standards’ analysts review advertising to determine whether or not an ad is primarily directed to children according to the criteria established in the Code and Guide.

Each script, post, or other piece of creative is reviewed by two analysts at Ad Standards for thoroughness and consistency. Preclearance by Ad Standards, as an independent third party, provides advertisers with assurance that an ad is not child-directed under the Children’s Food and Beverage Advertising Code, or if it is, that it meets the nutrient criteria and is advertised in a responsible manner.

Ad Standards Clearance Services also offers consultation services for new product launches, new advertising concepts, sponsorship campaigns, charitable initiatives and educational campaigns. Review services are offered in both English and French and are conducted by analysts who are experts in their respective disciplines.

Working collaboratively with clients, Ad Standards helps ensure that advertising meets these self-regulatory requirements and receives an Ad Standards approval number. This clearance number communicates to private and public media companies that the advertisement complies with the Children’s Food and Beverage Advertising Code and Guide.

At the request of industry, Ad Standards also enforces compliance with this code through a complaints-based process. If a complaint is submitted about an advertisement that has already been precleared by Ad Standards, the complainant will be informed that the ad is compliant and no further action will be taken.

To obtain approval under Food Advertising and/or Children’s Advertising, clients must submit separate requests for each division.