Guidelines on Responsible Marketing
The Canadian Beverage Association has issued the following mandatory Codes and Guidelines as part of its commitment to ensuring the marketing of non-alcoholic beverages in a socially responsible manner.
Code for the Responsible Advertising of Food and Beverage Products to Children
Developed in partnership with Ad Standards Canada, the Canadian Beverage Association (CBA), Food, Health & Consumer Products of Canada (FHCP) and Restaurants Canada, the Code for the Responsible Advertising of Food and Beverage Products to Children (the “Food and Beverage Advertising Code”) provides CBA members with the information they need to advertise their products responsibly.
The Code outlines the specific nutrition criteria that must be met in order to advertise a product in a manner that is primarily directed to children under 13 years of age. The requirements of the Food and Beverage Advertising Code meet or exceed the latest Health Canada proposal.
Guidelines on Marketing to Children
CBA members also adhere to the International Council of Beverages Associations (ICBA) global guidelines on marketing to children. Through these Guidelines, ICBA members commit not to place any marketing communications for select beverages (soft drinks, sports drinks, energy drinks, flavoured and/or enhanced waters, ready-to-drink teas and coffees) in covered media where 30% or more of the audience consists of children under the age of 12 years old.
Guidelines For the Sale of Beverages in Schools
To provide parents with more control over what their children consume throughout the school day, CBA members first introduced Industry Guidelines for the Sale of Beverages in Schools in 2003. These guidelines restrict the sale of beverages to water, milk (flavoured or unflavoured), and fruit or vegetable juice products. After its introduction, the guidelines were updated in 2006 and reinforced in 2020 to reflect new beverage offerings.
Energy Drinks Marketing Code
Since 2010, Canadian Beverage Association members have voluntarily adhered to the Energy Drink Marketing Code, restricting energy drink sales in elementary, middle, and high schools. Association members are also committed to marketing energy drinks in accordance with the Food and Drugs Act and the Safe Foods for Canadians Act.