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Responsible Advertising & Marketing

Canada has one of the strongest frameworks in the world for regulating advertising directed to children under 12 years of age. Canada's system starts with pre-clearance of food commercials under the provisions of the Food and Drugs Act and the Canadian Food Inspection Agency's Guide to Food Labelling and Advertising. Commercials for children's food and beverages are subject to the requirements of the Canadian Association of Broadcasters' Broadcast Code for Advertising to Children.

Canada’s food and beverage industry is committed to advertising and marketing products to Canadians in a responsible way. We believe the industry plays a significant role in supporting the health of Canadians - especially children. This includes following the guidelines in place and in some cases, introducing additional industry commitments to help Canadians make informed decisions about healthy dietary choices and healthy lifestyles. Some of our efforts include:

A report from FCPC members on responsible advertising and marketing.(French version)

  • Supporting the Canadian Children's Food and Beverage Advertising Initiative – a commitment to advertise and market products to children in a responsible way to help them make wise decisions about healthy dietary choices and lifestyles
  • helping communicate health and wellness-related message of moderation, balance and activity
  • responsible advertising to children through self-regulation and adherence to government regulations including Canadian Code of Advertising Standards and Broadcast Code for Advertising to Children
  • Participating in and supporting media literacy programs for children, such as Long Live Kids, through Concerned Children’s Advertisers, which focuses on the concept of balancing food and activity choices to achieve an optimal weight and long-term good health with the child-friendly message of “eat smart, move more, be media wise.”
  • Industry Facts and Consumer Resources – CCA – Long Live Kids.
  • Restricting the use of third party licensed characters in children's advertising to products that meet the Children's Advertising Initiative criteria for healthier dietary choices
  • Not paying for or seeking to place food and beverage products in program/editorial content of any medium primarily directed to children
  • Not advertising food or beverage products in elementary schools

About the Children's Food and Beverage Advertising Initiative

Launched in 2007, the Canadian Children's Food and Beverage Advertising Initiative is a voluntary initiative by a number of Canada's leading food and beverage companies representing the overwhelming majority of food and beverage advertising in children's programming. The Commitments made by them address advertising in print, on television, radio and the Internet. 

How it's working:
Advertising trends on children's programming show significant reductions across the board, in some cases to zero.

Industry Compliance Confirmed

The two Compliance Reports conducted by Advertising Standards of Canada since the initiative began clearly demonstrate the participating companies are making a difference in advertising for children.

Click here to access the Compliance Reports published to date.

To find out more, please visit:

Responsible Advertising

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Food & Consumer Products of Canada is Canada's largest industry association representing the companies that manufacture and distribute the vast majority of food, beverage and consumer goods found on grocery store shelves. Our members provide jobs to almost 300,000 Canadians, and include small and large multinational and Canadian owned companies.
Food & Consumer Products of Canada
2700 Matheson Boulevard East, East Tower, Suite 602E
Mississauga, ON L4W 4V9
Tel: (416) 510-8024
Fax: (416) 510-8043
info@fcpc.ca
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