June 28, 2021: A new comprehensive Code and Guide for the advertising of food and beverage products to children has been developed by the ACA, the Canadian Beverage Association (CBA), Food, Health & Consumer Products of Canada (FHCP) and Restaurants Canada.
The Code for the Responsible Advertising of Food and Beverage Products to Children (the “Food and Beverage Advertising Code”) sets out the conditions governing responsible advertising of food and beverages to children. It recognizes that children are a special audience, and that particular care must be taken in developing advertising for children and messages about the consumption and choice of food and beverage products should be limited.
The Food and Beverage Advertising Code will be administered by Advertising Standards Canada. Ad Standards will implement preclearance services under this Code and a compliance and complaint reporting mechanism.
The new Code and Guide meets or exceeds the latest Health Canada recommendations published in December 2018. It will govern all food and beverage advertising across Canada on any media.
Advertisers will be expected to comply with the guidelines by summer 2023.
The ACA and Ad Standards will be holding a series of webinars to discuss the Code and Guide and answer any questions that advertisers might have. The webinar date is to be announced.