In an attempt to quell rising childhood obesity rates in Canada, a group of food companies said Monday they would use half of their advertising to promote healthy eating and active living among children.
The participating companies include Hershey, Janes Family Foods, McDonald's, PepsiCo and Coca-Cola Ltd., among others.

The print, broadcast and online advertisements will specifically target children under the age of 12.
"The fact that these charter participants in the food and beverage industry have committed to devoting at least 50 per cent of their advertising to healthy dietary choices and healthy lifestyles is an excellent step in the right direction," Tony Clement, federal minister of health, said in a release.
"I believe it shows our society has learned from the experience of the last several decades and is ready to progress to a new level of social responsibility and co-operation which will benefit all Canadians, and our children in particular.

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Last month, the House of Commons standing committee on health released a report on childhood obesity that noted that childhood and adolescent overweight and obesity rates have spiked over the past three decades. In 2004, 18 per cent of children and adolescents were overweight and eight per cent were obese, the report said.
The minister was joined on Monday by spokespeople from Concerned Children's Advertisers, Food Consumer Products of Canada, and Advertising Standards Canada at a press conference in Toronto.

The ads will be audited by Advertising Standards Canada, an independent self-regulatory body. In addition, new guidelines for children's food and beverage advertising have been outlined in the industry standards codes.
Cathy Loblaw, president of Concerned Children's Advertisers, also announced the launch of two new public service announcements and a workshop media literacy series for parents and educators.

Sally Brown, CEO of the Heart and Stroke Foundation of Canada, praised the new advertising initiative and encouraged manufacturers to modify their products.
"While there remains much to be done to address the issue of obesity in Canada, industry's efforts around product reformulation combined with this important advertising commitment are positive steps forward that we will continue to monitor and encourage," she said in a release.
Quebec banned direct television advertising to children in 1978, the only province to do so.

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