New Democrat MPP Rosario Marchese is introducing a bill to fight childhood obesity in Ontario by banning commercial advertising for food or drink directed at children under 13 years of age.
Marchese is pushing McGuinty’s Liberals to take action on what Ontario’s former Chief Medical Officer, Sheela Basrur called “a growing epidemic” by putting forward his bill modeled after the Quebec law, which has banned all advertising aimed at children since 1982.
Who is calling for restrictions on food and beverage advertisement targeted at children?
“The Government of Ontario should….explore policy options to control food advertising targeting children similar to those now in place in Quebec, where advertising of some products to children under 13 is prohibited.”
Former Ontario Chief Medical Officer of Health, Dr. Sheela Basrur, Healthy Weights, Healthy Lives, 2004
“The Medical Officer of Health recommends that … Health Canada, Industry Canada and the Ontario Ministry of Government and Consumer Services prohibit all commercial advertising of food and beverages to children under the age of thirteen years;”
Dr. David McKeown, Toronto Medical Officer of Health, February 8, 2008
“Recent evidence shows that marketing affects food choice and influences dietary habits, with subsequent implications for weight gain and obesity…The central question is therefore perhaps not whether to deal with the matter of food marketing to children, but rather how to deal with it in an effective way. A start would be to ensure that health is put in its rightful place at the centre of further policy development concerning the marketing of food to children.”
World Health Organization, Marketing Food To Children: The Global Regulatory Environment, 2004
“The Committee shares the concerns about the potential association between food advertising to children and increased childhood overweight and obesity.”
Standing Committee on Health, House of Commons, March 2007 Report
Why do advertisers target children?
“Kids represent 3 distinct markets:
1. Primary Purchasers ($2.9 billion annually)
2. Future Consumers (Brand-loyal adults)
3. Purchase Influencers ($20 billion annually)”
“Kids will carry forward brand expectations, whether positive, negative or indifferent
Kids are already accustomed to being catered to as consumers
The long term prize: Loyalty of the kid translates into a brand loyal adult customer”
YTV's 2007 Tween Report [1]