Banning Advertising to Children: Lessons Learned from the Quebec Model Impacts of Screen Overexposure on Young People's Health May 4 th, 2011 Quebec Coalition on Weight-Related Problems

2 Weight Coalition Created in 2006 Sponsored since 2008 by the Concept inspired by the Coalition québécoise pour le contrôle du tabac A well established voice to work toward change Supported by over 100 partners May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

3 The Coalition’s Mandate Obtain the required support To make demands for changing legislation and regulations and public policy in three strategic areas: Agri-food industry Sociocultural Built environment In order to encourage the development of environments that help in making healthy choices and will contribute to preventing weight related issues. May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Screen consumption and its impacts on health May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Time Spent in Front of a Screen Children 2 hrs per day during the week 4 hrs per day on the weekend 1 Montreal adolescents average of 30 hrs per week in front of a screen 20 hrs in front of a TV 10 hrs in front of a computer 2 1- Gilles Pronovost, "Emploi du temps et pratiques culturelles", from the Institut de la statistique Québec, Enquête sociale et de santé auprès des enfants et des adolescents québécois, Dr Tracie A. Barnett, May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

40,000 ads per year May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Screen Overexposure and Obesity Children that spend more than 2 hours per day in front of the TV are: twice as likely to become overweight twice as likely to become obese than children who spend 1 hour or less in front of the TV / day 1 1- Canadian Community Health Survey Cycle 2.2, Nutrition (2004) May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Food Industry’s Advertisements Groupe de recherche Médias et santé - UQAM, Jean-Philippe Laperrière M.A.(2010) May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Calorie Intake in Front of TV 1 additional hour of television = Consumption of an additional 167 calories especially the calorie-dense, low-nutrient foods frequently advertised on television May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Advertising and the Obesity Epidemic The World Health Organization (WHO) has recognized “heavy marketing practices of energy-dense, micronutrient-poor foods” as a factor contributing to weight gain and obesity May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Brand Recognition Children between 3 and 5 years old: Recognize logos –McDonald’s has the highest rate of recognition with 93% Associate brands with popularity and certain values –Fast food = “fun, exciting and tasty” –Cola brands = fun because “the bubbles are fun” and “lots of people like them” Cornwell B., McAlister A., Children’s Brand Symbolism Understanding: Links to Theory of Mind and Executive Functioning, Psychology & Marketing, Vol. 27(3): 203–228 (March 2010). May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Banning Advertising to Children: The Quebec Model May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Prohibits commercial advertising aimed at children under 13 May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin Consumer Protection Act

Quebec’s Consumer Protection Act Article 248 Subject to what is provided in the regulations, no person may make use of commercial advertising directed at persons under thirteen years of age. Article 249 To determine whether or not an advertisement is directed at persons under thirteen years of age, account must be taken of the context of its presentation, and in particular of: a) the nature and intended purpose of the goods advertised; b) the manner of presenting such advertisement; c) the time and place it is shown. L.R.Q., chapitre P-40.1, 1978, c. 9, a May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Nature of the product: without any appeal for children with a distinctive appeal for children exclusively directed at children DEFINITIONS: TV time and place: Products directed at adults and teenagers Products directed at families/all age groups Products directed at children and offering a distinctive appeal for them Program for children (audience composed of over 15% of children) AUTHORIZED IF If presentation not likely to be interesting for children NOT AUTHORIZED Except if presentation not likely to be interesting for children NOT AUTHORIZED Program with an audience composed of 5% to 15% of children AUTHORIZED IF presentation not likely to be interesting for children AUTHORIZED IF message non conçu de façon à susciter particulièrement l’intérêt de l’enfant Program with an audience composed of less than 5% of children May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin Determining Advertising’s Target Audience

Lessons Learned from Quebec Model May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Scope of the Law: Listening Periods Is not adapted to: multiplication of TV channels new technologies (TV presence on Web) marketing beyond traditional advertising May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 18

May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 19 Exclusions: Application of the CPA Showcase Containers Labels Magazines for children Displays Packaging Show advertising R.R.Q., 1981, c. P-40.1, r. 1.

Listening Periods May 4th, 2011 Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 20 Laperrière, J.-P. (2010). Travaux de maîtrise. Groupe de recherche Médias et santé – UQAM.

Investigation Process: “Chaotic” May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 21 Energy drink aimed at children Associated with a website, a TV show, and collectible cards Code on the can granted access to the website to play online

Surveillance Resources? May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Igor Muffins Marketing Campaign May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 23 Saputo P2P Publicity Promotion

Burger King May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 24 pleaded guilty for the ads included in its free collectible toys

McDonald’s May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 25 pleaded guilty for its self-promotion clips during the program Ciné-Cadeau

General Mills May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 26 pleaded guilty for Lucky Charms’ website

Quebec – Canada Contrast Access to Froot Loops Website in Quebec Children aged 6 to 12 Unable to access the website further. Access to Froot Loops Website in other provinces and territories Children aged 6 to 12 Complete access to the website’s games. May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 27

Public Opinion on Marketing to Children May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Quebecers’ Support 9 out of 10 Quebecers think that it is necessary to specifically control advertising targeting children 91% of Quebecers think that the Consumer Protection Act banning advertising targeting children under 13 should be enforced “more severely” (60%) or “as severely” (31%) SOM survey for the Weight Coalition in 2007 May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Canadians’ Support 82% of Canadians think that the marketing of unhealthy food to children should be restricted 64% of Canadians think that advertising targeted at kids should be banned in Canada Omnibus e-survey from Ipsos Descarie for Weight Coalition in 2010 Method : An Pan-Canadian omnibus (web survey) was conducted among 2,000 canadien respondents - conducted from April 22nd to 30th, margin of error of +/- 2,2% is associated to a sample of this size May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

What about the rest of Canada? May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Currently… Self-regulation by advertising industry: Canadian Code of Advertising Standards (administered by Advertising Standards Canada, governs all forms of advertising) (1963) Broadcast Code for Advertising to Children (1971): complements the Canadian Code, commercials intended for children under twelve undergo a 2 nd pre-authorization) Advertising Standards Canada: evaluates and pre-authorizes commercials before broadcast, governs public complaints (non resolved complaints are presented to the Consumer Response Council, which may demand that the advertiser modify or pull out their ad). May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 32

Self-Regulation Limits Self-regulation is not enough to limit children’s exposure to advertising Malleable definition of criteria by the industry Advertising to children remains allowed Canada’s position? May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Provincial Legislative Changes The case of British Columbia Amending the Business Practices and Consumer Protection Act, which explicitely prohibits deceptive marketing practices, to add a provision similar to the one in Quebec’s Consumer Protection Act 34 May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin

Provincial Legislative Changes Business Practices and Consumer Protection Act Add following paragraph to Section 6 (1), part 2 Subject to what is provided in the regulations, no person may make use of commercial advertising directed at persons under thirteen years of age. To determine whether or not an advertisement is directed at persons under thirteen years of age, account must be taken of the context of its presentation, and in particular of: (a) the nature and intended purpose of the goods advertised; (b) the manner of presenting such advertisement; (c) the time and place it is shown. The fact that such advertisement may be contained in printed matter intended for persons thirteen years of age and over or intended both for persons under thirteen years of age and for persons thirteen years of age and over, or that it may be broadcast during air time intended for persons thirteen years of age and over or intended both for persons under thirteen years of age and for persons thirteen years of age and over does not create a presumption that it is not directed at persons under thirteen years of age. May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 35

Public Policy Option Recommendations Regulations taking into consideration new technologies and marketing tactics sponsorship, product placement, sales promotion, cross-promotions using celebrities, brand mascots or characters popular with children, web sites, packaging, labelling and point-of-purchase displays, s and text messages, philanthropic activities tied to branding opportunities, and “viral marketing”, etc. 1 Regulatory framework accounting for viewing habits Surveillance resources May 4th, 2011Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin 36 1 World Health Organization (2009, November 26). Prevention and control of noncommunicable diseases: implementation of the global strategy. Report by the Secretariat, Executive Board, 126 th Session. Consulted at

May 4th, Impacts of Screen Overexposure on Young People's Health - Presentation by Suzie Pellerin