Canada Proposes Restrictions on Food Advertising Targeting Children

Health Canada (HC) has opened a public consultation period on the federal department's intent to amend the Food and Drug Regulations to restrict advertising to children of foods with high content of sodium, sugars, or saturated fats. The proposed policy could target advertising through various media platforms and settings. Interested stakeholders may provide comments until June 12, 2023.

The announcement comes after research by HC indicates that food categories frequently advertised to children in Canada include candy, desserts, chocolate, snack foods, baked goods, restaurant foods, sweetened dairy products, sugar-sweetened beverages, and sweetened breakfast cereals. According to HC, these types of foods, when consumed regularly, contribute to excess intakes of sodium, sugars, and saturated fat. The research also shows that children encounter food advertising throughout their day across a range of media platforms and settings.

In the policy update announcement, HC clarified the distinction between "marketing" and "advertising," stating that the term "advertising" would be used in the policy proposal because it is broadly defined in the Food and Drugs Act. The definition of "food" was also clarified, encompassing any article manufactured, sold, or represented for use as food or drink for human beings, chewing gum, and any ingredient that may be mixed with food for any purpose.

A webinar will be held on May 11, 2023, to help stakeholders understand the scope of this regulatory initiative and provide an opportunity to ask clarification questions. Following the consultation period, HC plans to draft a regulatory proposal, which will be subject to another round of public consultations in late 2023 or early 2024.

This move comes after previous consultations on restricting marketing of unhealthy food and beverages to children held between June and August 2017. In 2021, industry groups such as the Association of Canadian Advertisers, the Canadian Beverage Association, Food, Health & Consumer Products of Canada, and Restaurants Canada launched the Code and Guide for the Responsible Advertising of Food and Beverage Products to Children with an implementation date of July 1, 2023.