TORONTO, Aug. 26 /CNW/ - Advertising Standards Canada (ASC) today
released its second annual Compliance Report on the Canadian Children's
Food and Beverage Advertising Initiative (CAI), covering 2009.
The 2009 Report confirms continuing compliance by companies
participating in the CAI in meeting their program commitments. It also
Changes to the children's advertising landscape since 2004;
Actions taken to enhance and expand the scope of the program;
Reformulation of products to increase their nutritional value.
"Building upon the success of the first year of the program,
participating companies achieved excellent compliance results in 2009,"
stated Linda J Nagel, President and CEO of ASC. "This clearly
demonstrates their continuing commitment to this important initiative."
The Canadian Children's Food and Beverage Advertising
The CAI was launched by
Canada's food and beverage industry in April 2007. It was developed to
shift the landscape of advertising primarily directed to children under
12 years of age to the promotion of better-for-you products. The CAI
complements the existing rigorous Canadian framework for regulating
advertising to children. This is the second annual Report by ASC, the
CAI administrator, on the progress made last year by the companies
participating in the CAI in meeting their program commitments.
The program began with 16 participating companies and has grown to 19.
Under the CAI, these leading Canadian food and beverage advertisers have
committed to either not direct advertising primarily to children under
the age of 12, or to shift their advertising to products that are
consistent with the principles of sound nutrition guidance.
The 2009 Report evaluates compliance with their commitments by the
following 18 companies: Burger King Restaurants of Canada, Inc.;
Cadbury Adams Canada Inc.; Campbell Company of Canada; Coca-Cola Ltd.;
Ferrero Canada Ltd.; General Mills Canada Corporation; Hershey Canada
Inc.; Janes Family Foods Ltd.; Kellogg Canada Inc.; Kraft Canada Inc.;
Mars Canada Inc.; McCain Foods (Canada); McDonald's Restaurants of
Canada Limited; Nestlé Canada Inc.; Parmalat Canada; PepsiCo Canada ULC;
Unilever Canada Inc. and Weston Bakeries Limited. (Post Foods Canada
Corp., which joined the CAI in late 2009, was not reviewed for this
To ensure program flexibility and responsiveness, the CAI core
principles were enhanced in 2010. These changes:
Doubled the original participant commitment from 50% to 100% so that
all participants' advertising directed primarily to children under 12
must be for better-for-you products; and
Expanded the coverage of the CAI to additional media:
Video and computer games rated "Early Childhood"
or "EC" that are inherently primarily directed to children under 12,
and other games that are age-graded on the label and packaging as
being primarily directed to children under 12;
DVDs of "G" rated movies in which content is primarily directed to
children under 12, and other DVDs in which content is primarily
directed to children under 12; and
Mobile media such as cell phones, PDA's and through word of mouth
where advertising on those media is primarily directed to children
Transparency and public
accountability are key components of the CAI. As program administrator,
ASC provides independent oversight to the CAI by:
approving and publishing the participants' commitments;
auditing participants' compliance; and
issuing annual compliance reports
ASC evaluates participants' compliance through audit activities,
monitoring, and stringent reporting requirements. Company websites,
third-party websites, children's television programming and children's
magazines are periodically monitored for compliance.
Advertising Standards Canada
1957, ASC is the national independent advertising industry
self-regulatory body committed to creating and maintaining community
confidence in advertising. ASC members - leading advertisers,
advertising agencies, media and suppliers to the advertising industry -
are committed to supporting responsible and effective advertising
self-regulation. A not-for-profit organization, ASC administers the Canadian
Code of Advertising Standards, the principal instrument of
advertising self-regulation in Canada, and a national mechanism for
accepting and responding to consumers' complaints about advertising.
Complaints are adjudicated by independent volunteer councils, comprising
senior industry and public representatives. ASC reports to the community
on upheld complaints through its online Ad Complaints Reports.
Through ASC Clearance Services, ASC provides advertising copy review in
five regulated categories to ensure compliance with specific laws,
regulations, codes and guidelines.
The 2009 CAI Compliance Report and information about the CAI are
available at: www.adstandards.com/childrensinitiative.
SOURCE Advertising Standards Canada
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