50px

Portrait

50px
Bloc texte

INSIDIOUS AND PERVASIVE MARKETING

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.

50px
Bloc texte

Illegal practices

For more than 10 years, the Weight Coalition 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

50px
Bloc texte

Exceptions to the CPA

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 Weight Coalition conducted a state of play in Quebec in food retail, fast food and family restaurants, and family venues and events.

View the portait

50px
Bloc texte

Brand advertising

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 Weight Coalition conducted four case studies to unpack the branded advertising strategies used to promote different food and beverage categories:

50px
Bloc image
50px
Bloc texte
  1. Gouvernement du Québec. Loi sur la protection du consommateur.
50px
Bloc mini-fiches

Nos autres actions

PORTRAIT

PORTRAIT

The food industry is multiplying its strategies to attract the attention of children.

Learn more

COMPLAINTS

COMPLAINTS

Since 2009, many complaints have been filed by the Weight Coalition.

Learn more

DENOUNCE

DENOUNCE

An advertisement seems to be in violation of the law by targeting children?

Denounce it!

 

50px