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Post Foods Canada Corp., the producer of breakfast cereals like Honeycomb and Alpha-Bits, has joined the Canadian Children's Food and Beverage Advertising Initiative, created by Advertising Standards Canada (ASC).
Post joins 18 other companies that have volunteered to limit advertising messages to kids under 12.
As part of the initiative - also known as the Children's Advertising Initiative (CAI) - Post has agreed to shift advertising directed to children under 12 to the promotion of healthy food and lifestyle choices.
"We recognize the importance of responsible advertising to children and are proud to be involved in this important initiative encouraging healthy living," said Jennifer Hutchinson, general manager, Post Foods Canada Corp., in a release.
As part of this initiative, Post will:
- Incorporate only products that represent healthier dietary choices in interactive games primarily directed to children under 12;
- Restrict advertising directed primarily to children under 12 that uses third-party licensed characters to products that meet the Children's Advertising Initiative's nutrition standards;
- Not pay for or actively seek to place food and beverage products in program/editorial content of any medium primarily directed to children; and
- Not advertise food or beverage products in elementary schools.
"We are delighted to welcome Post Foods Canada Corp. as the latest participant in the Children's Advertising Initiative," said Linda Nagel, ASC president and CEO.
"Through this voluntary program, the participating companies are tangibly demonstrating their continuing commitment to responsible advertising to children and effective advertising self-regulation," she said.
Burger King, Ferrero Canada, Cadbury Adams Canada and Kraft Canada are among the participating companies.
Source: Marketing Daily, 12/09/2009
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