NEWS: about Peter Julian’s Private Member’s Bill, Bill C-414 (Child Protection against Advertising Exploitation Act)

On February 26, 2008, the Toronto Board of Health added its voice to the call to ban advertising that targets children by endorsing Peter Julian’s Private Member’s Bill, Bill C-414 (Child Protection against Advertising Exploitation Act).

Julian’s Bill, inspired by a similar law that has existed in Quebec for 28 years, would extend protection from misleading advertising to all Canadian children. The protection of Children from misleading advertising is crucial in the fight against the rising childhood obesity epidemic in Canada.

In its report on the subject, The Board of Health emphasized that “the susceptibility of children to marketing messages is well established.” Children are bombarded with advertising solicitation daily, most of which affect their behaviour and values. Julian’s bill recognizes that food advertising in particular takes advantage of the fact that children are less able to view advertising critically and therefore require stronger legal protection.

Please find a link below to the Toronto Health Board’s report and endorsement:

Please also find a link to Peter Julian’s Bill: http://www2.parl.gc.ca/content/hoc/Bills/392/Private/C-414/C-414_1/C-414_1.PDF