Curb junk food ads aimed at children, group says

Canadian children under 13 shouldn't be exposed to marketing of unhealthy foods and beverages, a coalition of medical groups says.

Thursday's policy statement from the Canadian Medical Association, Heart and Stroke Foundation, Hypertension Canada and others calls on food companies to immediately stop marketing foods high in fats, added sugars or sodium to children.

The proposed advertising restriction includes characters or mascots promoting sugary cereals. (Ryan Remiorz/Canadian Press)

"It is expected that the current generation of Canadian children may live shorter, less healthy lives as a result of unhealthy behaviours, including poor diets," said Bobbe Wood, president of the Heart and Stroke Foundation, said in a release.

Wood said implementing policies that restrict the marketing of unhealthy foods and beverages to children has been proven as a cost-effective way to reduce some chronic diseases.

The groups say that in 1989, the Supreme Court of Canada ruled that "advertisers should not be able to capitalize upon children's credulity" and "advertising directed at young children is per se manipulative."

Food companies in Canada, with the exception of Quebec, are not required by law to restrict unhealthy food and beverage marketing to children.

Canada hasn't acted

In May 2010, the World Health Organization released recommendations on the marketing of food and beverages to children and called on governments worldwide to reduce the exposure of children to advertising and to reduce the use of powerful marketing techniques employed by the manufacturers of foods and beverages high in saturated fats, trans-fatty acids, free added sugars or sodium.

Canada has not acted on the recommendations, the health groups said.

The group's statement describes the policy goal this way: "Federal government to immediately begin a legislative process to restrict all marketing targeted to children under the age of 13 of foods and beverages high in saturated fats, trans-fatty acids, free sugars or sodium and that in the interim the food industry immediately ceases marketing of such food to children."

They plan to use WHO's recommendations on high content of saturated fats, trans-fatty acids, free sugars or sodium.

If enacted, the restrictions would apply to TV, internet, radio, magazines, mobile phones, video and adver-games, brand mascots, product placement, cross-promotions, school or event sponsorships and viral marketing.

On Wednesday night, NDP member of Parliament Libby Davies's bill to phase in lower sodium levels in prepackaged foods and add simple, standardized labels, failed to pass with a vote of 147 to 122, the Centre for Science in the Public Interest said.

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