In 2016, the federal government published its Healthy Eating Strategy aimed at making the healthier choice the easier choice for people in Canada. This strategy includes four key pillars. Although three of the pillars have been completed, the commitment to adopt restrictions on the marketing of food to children is outstanding. Industry self-regulation is not effective at protecting children from exposure to unhealthy food and beverage advertising. Companies participating in Canada’s previous self-regulatory code were found, in some instances, to advertise more heavily in media intended for or preferred by children than non-participating companies and most of their advertising (>70%) promoted unhealthy foods. The Stop Marketing to Kids Coalition is a strong supporter of Bill C-252, a Private Member’s Bill co-sponsored by Senator Donna Dasko. This bill would amend the Food and Drugs Act by introducing statutory restrictions for unhealthy food and beverage marketing directed at children under 13. Quebec has had legislation since the early 1980s to protect children from advertising. In that province, companies are not allowed to advertise to children under age 13. The impact has been significant. Children in Quebec see fewer food ads on television and in their schools than children in the rest of Canada. Quebec’s restrictions on advertising to children have been shown to have a positive impact on nutrition by reducing fast food consumption in Quebec by 13%. This translates to 16.8 million fewer fastfood meals sold in the province. Quebec also has the lowest rates of obesity among 5- to 7-year-olds as well as the highest rates of vegetable and fruit consumption in Canada. For more information on the Stop Marketing to Kids Coalition, see: stopmarketingtokids.ca Companies participating in Canada’s previous self-regulatory code were found, in some instances, to advertise more heavily in media intended for or preferred by children than nonparticipating companies and most of their advertising (>70%) promoted unhealthy foods. 18 | 2024 | Issue 3 News and Events
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