Webinar Restricting Marketing to Children: an update from Health Canada February 28, 2017
HOUSEKEEPING For audio, dial-in to the teleconference line - Call-in TOLL-FREE number: 1-877-413-4790 (Canada and US) - Call-in number: 1-613-960-7514 (Canada) - Conference ID: 881 974 2 All lines will be muted Technical assistance: - Call-in toll-free number: 1-800-226-6338 (Canada) - Call-in number: 1-613-941-9554 (Canada) - Or during conference call press *0 for operator assistance Questions can be sent via the chat box function at any time during the presentation Questions will be answered at the end of the presentation 2
Purpose of Webinar To provide stakeholders with an overview the Healthy Eating Strategy, which includes restricting the marketing of unhealthy food and beverages to children (M2K). To outline the M2K considerations and policy development process, including stakeholder engagement. To provide an opportunity for Qs and As. 3
OVERVIEW: HEALTHY EATING STRATEGY Alfred Aziz Chief, Bureau of Nutritional Sciences, Food Directorate 4
Canada s healthy eating challenges 1. Many Canadians do not follow a healthy eating pattern as part of a healthy lifestyle 2. Poor diet is the primary risk factor for obesity and many chronic diseases, which places a significant burden on the health of Canadians and our health care system 3. Despite progress achieved through several initiatives, the food environment makes it increasingly difficult for Canadians to make healthy choices: Widespread availability of inexpensive foods and beverages high in calories, fat, sodium and sugars Marketing of foods is very powerful and children are particularly vulnerable There is a constant flow of changing (and often conflicting) messages Canadians face challenges in understanding and using nutrition information Some subpopulations in Canada face challenges in accessing nutritious foods 5
Healthy Eating Commitments Through the Mandate Letter, the Minister of Health is committed to: Introducing new regulations to improve the food supply by eliminating industrially produced trans fats and reducing sodium in processed foods Improving food labels to give more information on added sugars and artificial colours in processed foods Introducing new restrictions on the commercial marketing of unhealthy food and beverages to children, to protect our children from influential marketing practices Work with the Minister of Indigenous and Northern Affairs to update and expand the Nutrition North program, in consultation with Northern communities 6
Strategy 7
Vision for a Healthy Canada Canada s Food Guide Nutrition North Marketing to Kids Nutrition Facts table Front-of-Package Nutrition Labelling Sodium Reduction Industrial Trans Fat Tobacco plain packaging Vaping regulations Prohibit menthol in tobacco Physical activity promotion Concussion prevention Mental health promotion partnerships First Nations and Inuit Hope for Wellness Help Line 8
RESTRICTING MARKETING TO CHILDREN: UPDATE ON PROCESS Hasan Hutchinson, Director General Office of Nutrition Policy and Promotion 9
Overview Obesity rates among Canadian children have tripled since 1980. Canadian children consume 40% of their calories from high-energy, nutrient-poor foods - a contributing factor to increased risk of obesity. Evidence is clear that marketing is a major factor driving consumption of unhealthy foods, which has led to child obesity around the world The marketing landscape is such that children are exposed to an increasing number of advertisements for unhealthy foods & beveragesthrough traditional (e.g. print, TV) as well as evolving, more modern (e.g. digital) means. The evidence base shows that unhealthy food marketing is an important and independent causal factor in the childhood obesity epidemic (WHO, 2016) 10
Marketing to children Canadian landscape Some general statistics Canadian children and youth watch about 2-3 hours of television a day. Children see approximately 4-5 food ads per hour depending on time and channel. Foods commonly advertised to children include foods with added sugars, fats and sodium (e.g., candy, cereal, and fast foods). Advertising on children s specialty channels has increased by approximately 34% from 2013 to 2016. It is estimated that Canadian children, are exposed annually to more than 25 million food and beverage ads on their favourite websites. 11
Marketing Restrictions in Canada Quebec Consumer Protection Act In 1980, the Quebec Consumer Protection Act was implemented. This Act bans advertising of all goods and services (including all food and beverages) targeted to children under the age of 13 in Quebec. The prohibitions are subject to certain exemptions under the Regulations (e.g., advertisements in children s magazines, on store windows, on labels and packaging are exempt provided certain conditions are met). 12
Marketing Restrictions in Canada Canadian Children s Food and Beverage Advertising Initiative (CAI) A voluntary initiative by some Canadian food and beverage companies. Launched in 2007 in response to as the issue of childhood health and obesity came to the fore as a serious and complex global issue, leading Canadian food and beverage companies recognized they could make a meaningful contribution to support the health of Canadian children. (2014 Compliance Report) Currently, there are 18 participating companies who have signed on to the initiative. Advertising Standards Canada (ASC) publishes annual compliance reports of participating industry. 13
Marketing Restrictions to Children in Canada - Summary Quebec s Ban There are documented positive outcomes. Less exposure to unhealthy ads Lower likelihood to purchase of fast food But this is not a national policy that protects all Canadian children. Industry s Voluntary Initiative (CAI) Canadian children (under 12 years) are still exposed to high levels of marketing of unhealthy foods & beverages because: Not all of industry participates. Although common nutrition criteria are now applied, the criteria are not always consistent with Health Canada s dietary guidance. 14
Calls to Action There continues to be growing concern, in Canada and internationally, about the negative impact of marketing of unhealthy foods and beverages on children s health. FPT Ministers of Health committed in 2010 to look at ways to decrease the marketing of foods and beverages high in fat, sugar and/or sodium to children through endorsement of Curbing Childhood Obesity: A FPT Framework for Action to Promote Healthy Weights. In their report, Obesity in Canada (Feb 2016), the Senate Standing Committee on Social Affairs, Science and Technology recommended that the federal government prohibit the advertising of foods and beverages to children. Governments, health organizations, industry associations, and other interested stakeholders recommend changes to the food marketing environment, including: Examples : World Health Organization Pan American Health Organization World Cancer Research Fund Expert Panel from Robert Wood Johnson Foundation (U.S.) Stop Marketing to Kids Coalition (Canadian) 15
Government of Canada Commitment Introduce new restrictions on the commercial marketing of unhealthy food and beverages to children, similar to those now in place in Quebec. 16
Exposure and Power of Food Marketing The impact of food marketing to children is influenced by exposure and power. Exposure: the reach and frequency of the marketing message. Power: the creative content, design and execution of the marketing message. Exposure and power influences children s food preferences, purchase requests, and consumption patterns. The goal of a policy that restricts marketing to kids is to reduce both the exposure of children to marketing, and to reduce the power of marketing. (WHO, 2012) 17
Marketing to Children Policy Development M2K policy development requires examination of the following parameters: AGE the child audience to which restrictions will apply SCOPE marketing channels, techniques, and settings to which restrictions will apply TARGETED FOODS foods to which restrictions will apply 18
Policy Considerations: Age to Target Marketing Restriction Analyses include assessing: Age at which children are exposed to marketing of unhealthy foods Canada Elsewhere Age at which children can understand persuasive nature of marketing Cultural, societal, psychological and cognitive considerations Recommendation for target age 19
Policy Considerations: Foods and Beverages to Restrict Analyses include: Identifying a nutrient profile approach to determine which foods and beverages for which marketing will be restricted. Considering and evaluating existing approaches (e.g. nutrient profile models) for restricting marketing to children. E.g., models developed by WHO Regional Offices, UK Ensuring approach to identifying foods and beverages is aligned with Canadian dietary guidance and other policies/regulations, with a particular focus on nutrients of concern (e.g., saturated fat, sugars, sodium). 20
Policy Considerations: Scope for Targeted Marketing Restriction Analyses include answering : Where and how are Canadian children marketed unhealthy food and beverages? Through what platforms (e.g. TV, internet) In what settings (e.g. schools, sports arenas, parks, stores) Through what techniques (e.g. commercial ads, advergames) How is the marketing environment changing? Greater computer use, cell phone ownership at an earlier age Evolving marketing techniques (e.g. digital marketing) 21
Other Considerations There are many considerations in assessing and developing a policy to restrict marketing of unhealthy food and beverages to children, such as: Legislative mechanisms Cost-benefit analysis Implementation/Technical aspects Providing a level playing field for industry 22
Ongoing Work Evidence/Information gathering Bilateral discussions with other jurisdictions (QC, ON) Review of evidence (regulatory models, policy elements) Input from experts (bilaterals, policy roundtable) Legal analysis Extensive discussions with other government departments and agencies Meetings with stakeholders Health stakeholders (Stop Marketing to Kids Coalition) Implicated industries and industry associations (Advertising Standards Canada, ThinkTV) Provinces/Territories (Federal Provincial Territorial Group on Nutrition, Public Health Network) All stakeholders (webinar) 23
Planned Work Continue policy development consultations with experts and evidence reviews Conduct broad consultation including input from consumers, industry, health and other stakeholders - Complete by Fall 2017 Refine policy approach based on consultation results and considerations from stakeholders on technical aspects of the policy Consult Canadians on regulatory approach 24
Efforts to combat childhood obesity have to include robust measures to limit children s exposure to [unhealthy foods & beverages] marketing; there are no adverse health-related consequences to such measures (WHO, 2016) 25
Openness and Transparency policy The Government of Canada is committed to openness and transparency, to provide Canadians with more opportunities to learn about and participate in government. Health Canada is taking steps towards improving the openness and transparency of its stakeholder communications on the development of Healthy Eating initiatives. Details can be found on Canada.ca: http://healthycanadians.gc.ca/healthycanada-vision-canada-en-sante/transparency-stakeholder-communicationstransparence-intervenants-eng.php 26
REMINDER Please send your questions via webex to the host There are no open lines for asking questions Technical assistance: - Call-in toll-free number: 1-800-226-6338 (Canada) - Call-in number: 1-613-941-9554 (Canada) - Or during conference call press *0 for operator assistance 27
THANK YOU Questions? 28