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Checklist for Interpretation Guidelines for Clause 11 of The Broadcast Code for Advertising to Children

Yes No
1 Is the commercial message, in the expressed opinion of ASC Clearance Services’ Food Section, consistent with the provisions of the Food and Drugs Act and Regulations and the pertinent provisions of the Canadian Food Inspection Agency’s Food Labelling for Industry (CFIA Industry Labelling Tool)?   UA
2 If yes, does the commercial message represent mealtime? In particular:
  a) is the product in the commercial message depicted as being part of a balanced diet [as per Eating Well with Canada’s Food Guide (CFG)]?   UA
  b) does the commercial message also depict a “complete” meal? (A meal must consist of at least one serving (per CFG) of meat, fish, poultry, legumes, nuts, seeds, eggs, or milk or milk products other than butter, cream, sour cream, ice cream, ice milk and sherbet; and at least one serving of vegetables, fruits or grain products.)   UA
  c) if a snack product, is the product in the commercial message depicted as being a snack food and not as a substitute for a meal?   UA
3 When the advertised product is shown being used or consumed, does the commercial message:
  a) encourage responsible use of the product; or   UA
  b) discourage or disparage healthy lifestyle choices or the consumption of fruits or vegetables, or other foods recommended for increased consumption in CFG, and Health Canada’s nutrition policies and recommendations applicable to children under 12? UA  
  For example, does the commercial message disparage or discourage:
  (i) being physically active every day? UA  
  (ii) eating fruits and/or vegetables? UA  
  (iii) choosing vegetables and fruit prepared with little or no added fat, sugar or salt? UA  
  (iv) eating vegetables and fruit more often than juice from vegetables and fruit? UA  
  (v) selecting from whole grain products at least half the time? UA  
  (vi) choosing grain products that are lower in fat, sugar or salt? UA  
  (vii) drinking skim, 1% or 2% milk, soy beverages? UA  
  (viii) selecting lower fat milk alternatives? UA  
  (ix) eating meat alternatives such as beans, lentils and tofu? UA  
  (x) eating fish? UA  
  (xi) selecting lean meat and alternatives prepared with little or no added fat or salt? UA  
  (xii) limiting consumption of foods and beverages high in calories, fat, sugar or salt (sodium) such as: cakes and pastries, chocolate and candies, cookies and granola bars, ice cream and frozen desserts, doughnuts and muffins, french fries, potato chips, nachos and other salty snacks, alcohol, fruit flavoured drinks, soft drinks, sports and energy drinks, sweetened hot or cold drinks? UA  
  (xiii) satisfying thirst by drinking water? UA  
4 Do the food portions shown being consumed by an individual (either in a food commercial message or in a message for non-food products/services such as films or games in which, incidentally, food is shown being consumed) represent not more than a single serving size that would be appropriate for consumption by a person of the age depicted (per Table 6-3 of the Canadian Food Inspection Agency’s Food Labelling for Industry (CFIA Industry Labelling Tool) or labelled serving size).   UA
5 Does the commercial message feature an amount of food product that is excessive or more than would be reasonable to acquire, use or, where applicable, consume by a person of the age depicted?   UA

UA – Commercial message is unacceptable because it contravenes the Interpretation Guidelines for Clause 11

Definitions:

Meal: Must consist of at least one serving (per CFG) of:

  • meat, fish, poultry, legumes, nuts, seeds, eggs, or milk or milk products other than butter, cream, sour cream, ice cream, ice milk and sherbet;
  • and vegetables, fruit or grain products.

Eating well and a balanced diet: Young children have small appetites and need calories for growth and development. Serve small nutritious meals and snacks each day. Do not restrict nutritious foods because of their fat content. Offer a variety of foods from the four food groups. Limit foods and beverages high in calories, fat, sugar or salt.

Healthy choices: Make each Food Guide Serving count, eat well, satisfy your thirst with water and be active every day.

Make each Food Guide Serving count: Eat at least one dark green and one orange vegetable each day. Choose vegetables and fruit prepared with little or no added fat, sugar or salt. Have vegetables and fruit more often than juice. Make at least half of your grain products whole grain each day. Choose grain products that are lower in fat, sugar or salt. Drink skim, 1% or 2% milk (or soy beverages) each day. Select lower fat milk alternatives. Have meat alternatives such as beans, lentils and tofu often. Eat at least two Food Guide Servings of fish each week. Select lean meat and alternatives prepared with little or no added fat or salt.

Eat well: Follow Eating Well with Canada’s Food Guide by eating the recommended amount and type of food each day. People should also limit foods and beverages high in calories, fat, sugar or salt (sodium) such as: cakes and pastries, chocolate and candies, cookies and granola bars, ice cream and frozen desserts, doughnuts and muffins, french fries, potato chips, nachos and other salty snacks, alcohol, fruit flavoured drinks, soft drinks, sports and energy drinks, sweetened hot or cold drinks.