ACA worked extensively with our other major food and beverage industry coalition partners – Food, Health and Consumer Products Canada, Canadian Beverage Association and Restaurants Canada for two years with government and a diverse group of stakeholders to develop and launch the Code and Guide for the Responsible Advertising of Food and Beverage Products to Children (“Code” and “Guide”) in June of 2021.
The Code and Guide sets rules for advertisers of food and beverage products, requiring a responsible approach to child audiences. Under this new standard, only food that meet specified nutrition criteria may be advertised in a manner that is primarily directed to children under the age of 13.
Beginning June 28, 2023, Ad Standards will fully-implement its robust preclearance regime to the Code and Guide. Advertisers are encouraged to submit all food and beverage advertisings that might reasonably be seen as primarily directed to children, in any media, for review and preclearance by Ad Standards. In determining whether an advertisement is primarily directed to children.
Ad Standards will consider three criteria: (a) the nature and intended purpose of the food or beverage product advertised; (b) the manner of presenting the advertisement; and (c) the time and place it is shown. Preclearance is available for all advertisers, and not just members of Ad Standards or any of the stakeholders responsible for the development of the Code and Guide.
Ad Standards will also enforce the Code and Guide through a complaints-based mechanism applicable to all advertisers. For ads that were precleared under the Code and Guide by Ad Standards, the complainant will be advised that these ads are compliant and no further action will be taken.
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