The Canadian children's food and beverage advertising initiative has very strict criteria on what will be determined to be a healthy dietary choice. For example, one criterion might mean that it meets the Heart and Stroke Foundation's health check program. Canada released its new food guide this year--Canada's food guide—so another could be if it meets a recommendation that's contained within Canada's food guide. Another would be if it can make a biological role claim. For example, calcium helps maintain healthy bones and teeth.
So there are very specific criteria. They have to be scientific standards. That's number one.
As well, some companies will be electing not to advertise directly in programming that's directed to children under 12.
So every company that's a participant is going to meet the initiative in its own way. Advertising Standards Canada will be publishing the commitments in early 2008, and we'll be happy to share them with you. We will also be ensuring, through a monitoring program, that the companies are meeting their commitments, and issuing reports on how each company does relative to its commitments.
So it will be a very transparent process.