The Canadian Beverage Association has issued these Guidelines for use by its members on a voluntary basis, as part of its overall commitment to providing leadership concerning health and wellness.
Canadian Beverage Association members have committed to Canadian beverage industry standards that prevent marketing of beverages – other than fruit juice, milk and water – in any media primarily targeted to children under the age of 12. Many CBA members also participate in the Canadian Children’s Food and Beverage Advertising Initiative (CCFBAI), first adopted in 2007 and administered by Advertising Standards Canada. Major multi‐national non‐alcoholic beverage companies also adhere to the International Council of Beverages Associations (ICBA) global guidelines on marketing to children. All print and broadcast (radio and television) advertising by CBA members is also subject to strict oversight by Advertising Standards Canada.
To further provide parents with more control over what their children consumed throughout the day, our members introduced Industry Guidelines for the Sale of Beverages in Schools. Initiated in 2003, updated in 2006, and then reinforced again in 2020 to reflect innovative new beverage offerings.
Canadian Beverage Association members are committed to marketing energy drinks in accordance with the Food and Drugs Act and Regulations. Members have also committed to voluntary guidelines for energy drink promotional activities, advertising, education, sponsorship and removing sales from schools.