Health Canada Takes Steps to Protect Children from Harmful Food Advertising

Today, the Government of Canada has concluded the framework of its policy update on the restriction of advertising of food and beverages to children, citing the negative impact that such ads can have on children’s health. Most of these ads promote unhealthy foods, which contribute to excess intakes of sodium, sugars, or saturated fat, which can increase the risk of obesity and chronic diseases like diabetes, high blood pressure, and cardiovascular disease.

The policy update is a part of the Healthy Eating Strategy aimed at improving the nutritional quality of food and protecting vulnerable populations. Health Canada’s new approach aims to restrict television and digital media advertising to reduce children’s exposure to influential food advertising. The proposed regulations will be published for public consultation around winter 2024.

Health Canada has monitored the nature and extent of advertising of food and beverages to children in Canada, and data shows that children are exposed to thousands of food advertisements every year, with television and online media being the primary sources of exposure. Children are particularly vulnerable to food and beverage advertising that can influence their attitudes, preferences, purchase requests, and consumption patterns. With screen time increasing over time, the government recognizes that children are more connected than ever and that many have their own devices, making it easier for advertisers to target them.

The new policy update represents an important step in protecting children from unhealthy food and beverage ads. Restricting food advertising to children is a Minister of Health mandate commitment since 2015. The proposed restrictions aim to limit children’s exposure to influential food advertising in media where they spend much of their time, including ads that air during a children’s program or on a children’s website. These restrictions support the objective of reducing children’s risk of developing overweight, obesity, and diet-related chronic diseases, now and later in life.

The Healthy Eating Strategy aims to help Canadians make healthier choices by improving the nutritional quality of foods and healthy eating information and protecting vulnerable populations. Health Canada has already made significant strides towards achieving this goal, including releasing a new Canada food guide, improving the nutrition facts tables and ingredient lists, publishing new sodium reduction targets for processed foods, introducing a ban on partially hydrogenated oils, and introducing new front-of-package labelling requirements for prepackaged foods high in sodium, sugars, or saturated fat. The new policy update is expected to build on these achievements, contributing to healthy food environments and promoting healthy eating behaviours among children.

The new policy update on the restriction of the advertising of food and beverages to children is a positive step towards promoting healthier food environments and reducing the risk of chronic diseases among children. The proposed restrictions on advertising aim to limit children’s exposure to influential food advertising in media, where they spend much of their time. While the regulations will be published for public consultation around winter 2024, the government’s commitment to protecting children’s health and safety is a positive development that is likely to have a significant impact on promoting healthy eating habits among children.

It is understandable that the big manufacturers and their lobbyists may resist the changes to Health Canada, as they are significant contributors to taxes and job creation in the country. However, it is crucial to prioritize the health and safety of Canadians above all else. Health Canada’s responsibility is to protect the public from the harmful effects of substances and products, and any changes made are for the greater good of society.

It is important to note that there can be a balance between public health and economic interests. It is possible for the big manufacturers to continue operating and contributing to the economy while adhering to the new regulations set forth by Health Canada. Ultimately, it is essential to work together to find a solution that benefits both parties and, most importantly, protects the health and well-being of the Canadian people.