Self-regulation of Children's Food & Beverage Advertising in Canada

Canada has one of the strongest frameworks in the world for regulating food and beverage advertising primarily directed to children under 13 years of age.

Canada's system starts with preclearance of food and beverage advertisements under the Code for the Responsible Advertising of Food and Beverage Products to Children and the Guide for the Responsible Advertising of Food and Beverage Products to Children (Food and Beverage Code and Guide). Under this national standard, only food and beverages that meet specified nutrition criteria may be advertised in a manner that is primarily directed to children under the age of 13.

Next, the system includes the preclearance of food and beverages under the provisions of the Food and Drugs Act and the Canadian Food Inspection Agency's Food Labelling for Industry (CFIA Industry Labelling Tool).

Additionally, children's food and beverage commercials directed to children under 12 years of age are subject to the requirements of The Broadcast Code for Advertising to Children. Adherence to this broadcast code, including preclearance of each children's commercial by a committee that includes industry and parent representatives, is a condition of broadcast license by the Canadian Radio-television and Telecommunications Commission. For advertising in any other media, the advertisement is subject to Interpretation Guideline #2 (Advertising to Children) under Clause 12 of the Canadian Code of Advertising Standards.

Canada's self-regulatory system also includes a rigorous system for responding to consumer complaints about advertisements under the provisions of the Code as well as under the Food and Beverage Code and Guide, both of which cover all media. The Code and its accompanying interpretation guideline include special provisions regarding advertising to children.