Advertising of food products must be accurate, truthful and not misleading. The Canadian Food Inspection Agency (CFIA) is responsible for ensuring compliance to the regulations related to food advertising. Multiple factors are involved in ensuring advertising compliance, including the importance not only of individual statements but also the overall impression that is given.
The Canadian Food Inspection Agency (CFIA) is responsible for the administration of regulations related to food labelling and advertising, among other areas. Food advertising guidance was previously covered in the Guide to Food Labelling and Advertising but has now been replaced by the Industry Labelling Tool. As with food labels, food advertising is also mentioned in the Food and Drugs Act and Consumer Packaging and Labelling Act and must be accurate, truthful and not misleading.
Advertising compliance is assessed not only on individual statements and representations but also on the overall impression that these statements and representations create when viewed together. Some of the areas that CFIA assesses when evaluating advertising compliance are the accuracy of the statements and whether the company has substantiation for these statements. Substantiation may include analytical results or evidence to support a specific claim. Areas to avoid when creating advertisements include using vague descriptions that may create false impressions, leaving out essential information and emphasizing more desirable information and any reference to the Food and Drugs Act or Food and Drug Regulations.
NHP Consulting will review your Canadian food advertising materials to ensure compliance.