Marketing to Kids

Issue at a Glance

Marketing to children imposes a special responsibility on marketers. The CMA and its members have long recognized this, which is why sections of the Canadian Marketing Code of Ethics and Standards are dedicated to outlining rules and best practices in this area.

Government bodies and media refer to these sections of our Code as standard bearers for best practices in marketing to young people.

Children’s data is considered sensitive information under Canadian privacy law and under the Code.

The federal government has indicated its intention to tackle childhood obesity by restricting advertising of unhealthy foods and beverages to children. Legislation (Bill S-228) introduced in the previous Parliament would have prohibited any person from advertising unhealthy food in a manner that is directed primarily at children. The CMA successfully advocated for changes to the bill, including for the proposed age threshold to be amended. The legislation was not adopted before the Parliament was dissolved.

To learn more about rules and best practices for marketing to children and teens, visit our Maintaining Standards page.