• Followthemedia.com, Tuesday, April 17, 2007 10:30 AM

In a possible harbinger of things to come here, 15 of Canada's biggest food and beverage companies will devote at least half of ads directed to children under 12 to healthy food choices and promoting a more active life. The industry will also sponsor PSAs under the tag "Long Live Kids."

"They'd live longer if 100% of that advertising budget aimed at the under 12 went to promote healthy food choices and lots of exercise ..." writes Philip Stone. He notes that other countries are also moving along the same lines, with Chile barring children from promoting unhealthy food products or oversized portions in ads. In the U.K., TV spots for food with high levels of fat, salts and sugar are no longer allowed in or around TV programming aimed at youngsters.

So far in the U.S., though, the problem is just being discussed. A private-public group is looking at the impact of media and advertising on children's health and has asked the food industry to come up with some ideas by July. Last year, 11 major players agreed to review the idea of devoting at least half their advertising to children to promote healthier diets and lifestyles. Some of those companies are also part of the Canadian plan.

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