441-00026 (Consumer protection)

The Government would like to thank the petitioners for expressing their concerns regarding the need to protect children, families and communities by banning advertisement geared toward children in all forms on all platforms.  Keeping children safe on all platforms is an utmost priority for our government.

It is important to highlight the Canadian Radio television and Telecommunications Commission’s (CRTC) role in building a strong and safe broadcasting system. The CRTC regulates and supervises the Canadian broadcasting system with a view to implementing the broadcasting policy set out in subsection 3(1) of the Broadcasting Act and serving the need and interests of Canadian children. Although the CRTC does not directly regulate advertising content, it has imposed obligations in some circumstances relating to basic standards for advertising aimed at Canadians aged 12 years and younger in accordance with its broader policy mandate.  

When the CRTC issues or renews the licences of local television stations, pay or specialty TV services or on-demand services, it includes standard conditions of licence. These conditions require, among other things, that broadcasters follow various industry codes, which include the Broadcast Code for Advertising to Children (The Children’s Code).

What is The Children’s Code?

The Children’s Code was created by the Canadian Association of Broadcasters in association with Advertising Standards Canada (now known as Ad Standards). Its purpose is to help advertisers and advertising agencies recognize the special characteristics of children as an audience group when preparing commercial messages. It is acknowledged that children—and very young children in particular—often have a hard time differentiating between real life and imaginary situations. The Children’s Coderequires that content aimed at this age group respect, and not exploit, the power of a child’s imagination, amongst other things.

As an additional safeguard, the appropriateness of advertising to children is ensured through the Ad Standards’ Children’s Clearance Committee.  This Committee, which is made up of industry and public representatives, reviews and approves broadcast advertising directed at children to ensure they comply with The Children’s Code.  Under The Children’s Code, all children’s advertisements broadcast by Canadian broadcasters must be approved by the Committee and carry a valid Ad Standards approval number. 

Ad Standards, which administers The Children’s Code, has also established a formal complaints procedure for broadcast advertising directed at children, the details of which can be found on the Ad Standards website. Finally, Ad Standards publishes annually Ad Complaints Reports and publishes Broadcast Code For Advertising to Children Complaint Case Summaries on its website, of which there is only one dated 2014.