ACA puts new restrictions on food advertising into effect
By Rob Bale
New restrictions on food advertising directed at children established by the Toronto-based Association of Canadian Advertisers will go into effect on June 28. The Code and Guide for the Responsible Advertising of Food and Beverage Products to Children was developed over two years by the ACA, Food, Health and Consumer Products Canada, the Canadian Beverage Association and Restaurants Canada. It is intended to fulfill government objectives regarding the advertising of food and beverage product to children. Under the new standards, 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. Beginning June 28, Ad Standards will implement a pre-clearance regime adhering to the guide. Advertisers are encouraged to submit food and beverage advertising that might reasonably be seen as primarily directed to children, in any media, for review by Ad Standards.
“It is easily one of the strongest, most comprehensive such programs in the world, and stands poised to dramatically reduce the exposure of children to child-directed food and beverage advertising,” said Ron Lund, president and CEO of the ACA.