Advertising Standards Canada has announced details about the commitments made by several food and beverage companies to promote healthy diet and lifestyle choices to children under 12.
First announced last April, the Canadian Children’s Food and Beverage Advertising Initiative—also known as the Children’s Advertising Initiative—is a voluntary program involving 16 major food and beverage companies. Today, the ASC announced specific commitments made by the participating advertisers for the first year of the program.
Several companies, including General Mills Canada Corporation, Kraft Canada and McDonald’s Restaurants of Canada Ltd., have agreed to commit 100% of child-oriented advertising to healthy food and lifestyle choices. Under the terms of the Children’s Advertising Initiative, the products these companies advertise to children must meet scientific or government-approved health standards.
Other participants, including Cadbury Adams Canada, PepsiCo Canada and Coca-Cola Canada, have decided not to direct any advertising to children under 12.
The commitments agreed to by the participating advertisers cover print, television, radio and online. Specific commitments include pledges to promote only healthy products in online interactive games and campaigns involving third-party licensed characters, and to forego all food and beverage advertising in elementary schools.
As the program’s administrator, the ASC will publish annual reports for the public based on audits of participating companies’ advertising.
“Because it’s a voluntary program, we expect full compliance,” said Janet Feasby, vice-president, standards for ASC.
Eleven of the 16 companies have already implemented their commitments under the Children’s Advertising Initiative, with the remainder expected to be in full compliance by the end of the year.
