Démêlez de vrai du faux des arguments de l'industrie alimentaire sur la publicité aux enfants.
View the case studies
In Canada, marketing to children is not regulated. In fact, the federal government has announced its intention to introduce legislation to regulate the advertising of unhealthy foods to children.
In Quebec, since 1980, the Consumer Protection Act (CPA) states that "no person may make use of commercial advertising directed at persons under thirteen years of age"1. However, children in Quebec are not fully protected from the commercial interests of the food industry.
For more than 10 years, the Collectif Vital has been reporting advertising practices that appear to contravene the CPA to the Office de la protection du consommateur (OPC), the public agency responsible for enforcing this law.
These complaints can lead to a reminder of the law by the OPC or a request for rectification of the practices by the OPC. In some cases, these complaints have resulted in convictions.
See examples of complaints
The food industry is taking advantage of exceptions in the Consumer Protection Act to advertise to children through windows, displays and packaging.
In 2019, the Collectif Vital conducted a state of play in Quebec in food retail, fast food and family restaurants, and family venues and events.
View the portrait
Brand advertising is a form of advertising used to promote companies or their products through the use of distinctive brand elements, such as a brand name, logo, brand character or slogan.
The Collectif Vital conducted four case studies to unpack the branded advertising strategies used to promote different food and beverage categories:
To learn more about the work of the Collectif Vital on brand marketing, check out our webinar (only in french)!
The food industry is multiplying its strategies to attract children.
Since 2009, many complaints have been filed.
An advertisement seems to be in violation of the law ?