Health committee  One thing the industry has also added is another code, called the Canadian code of advertising standards. That code sets criteria for acceptable advertising across all media—that's Canadian advertising—and we have a broad system where we accept complaints from consumers about advertising that they deem to be in violation of standards.

Health committee  It's so easy to focus on broadcast advertising, but in fact there are additional regulations and self-regulatory codes in place. Of course, all food advertising directed at Canadians or provided by Canadians, whether it be in print, out of home, or whether it be on the Internet on Canadian sites is governed by all the Canadian laws and regulations that affect that category.

Health committee  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.

Health committee  We have regulations under the Food and Drugs Act. We have mandatory children's clearance, and then this is an additional voluntary initiative that's being made by 15 advertisers who happen to be among the largest. So it covers the overwhelming majority of advertising that is directed to children.

Health committee  Again, this is additional. We already have the Food and Drugs Act. We have the children's code, which is strictly enforced, and we have added new guidelines to it, first in 2004 and then in 2007—that's this year—to make the standards for children's advertising more stringent. So we continue to work in that direction.

Health committee  The advertising industry, indeed, wants to be part of this multi-faceted problem. You can see from your own report last year that obesity rates, for example, in Quebec are higher than they are in Alberta. So certainly on advertising, we're putting new programs in place, but it's really important to recognize that we want to be part of a big solution to a big problem that is about many things.

Health committee  In terms of the children's clearance process, it really is the most stringent advertising review that we have in Canada, and perhaps around the world. As a matter of fact, we've been a model. The Children's Clearance Committee, which includes both industry and parent representatives, meets every other week to review finished commercials to make sure they comply with the provisions of the code.

Health committee  We have some, but what happens is because it's very expensive to make a commercial, advertisers of course want to make sure they're going to meet the provisions of the children's code. They come in and they meet with our technical specialists, our analysts, and they work on their commercials in advance in a concept stage, to make sure they're going to meet the provisions of the code.

Health committee  I have just a quick comment. All broadcast advertisements for food are subject to two layers of approval. The first review is to ensure that food advertising is consistent with the provisions of the Food and Drugs Act and regulations—which, of course, is Health Canada's regulations—and the Canadian Food Inspection Agency's guide to food labelling and advertising.

Health committee  The children's broadcast code defines children's advertising as advertising for which children are the predominant users, and the advertising is directed in a manner that is specific to children.

Health committee  Forgive me, but I'm not quite sure which document you are referring to.

Health committee  Martine, can you help? I have no idea.

Health committee  Advertising Standards Canada evaluates its codes all the time. We try to keep the code current; we try to keep pace with changing needs. The code had a major rewrite several years ago and, unintended, it appeared that bullying was not clearly covered. When this was discovered, an amendment was made to the code to include it.

Health committee  However, in terms of a course, Canada's Food and Drugs Act and regulations apply to all advertising in Canada, whether it's Internet or not. Internet would also be encompassed there. In cases where the advertising was Canadian, again it's the same offshore issue, where, if somebody were accessing perhaps a service from Sweden, it would not apply, but Canada's Food and Drugs Act would apply to food advertising messages that appeared on the Internet.

Health committee  A lot, but the way it works is that in most cases, because creating commercials is a costly endeavour, advertisers will come, at the staff level, and seek a consultation. Then they will create the commercial after the consultation has been deemed to be consistent with the children's code.