Jamie Oliver Food Foundation Information

The coalition, which is made up of many health organizations and concerned individuals, is calling on the Canadian government to restrict food and beverage marketing to all children and youth under 16 years. It may be surprising to some that the coalition has asked for a ban that extends to teenagers - but this is based on psychological research which shows that teens are susceptible to marketing because the part of their brain that controls judgement and self-restraint is not fully developed. Young children often can't even differentiate between advertising and programming! Initially, the coalition was buoyed up when our new Prime Minister, Justin Trudeau directed the health minister to pursue this issue at the start of their mandate. However, the food and beverage industry has been lobbying the government to water down any potential legislation and pushing a voluntary approach - an approach that would see industry regulating themselves. We already know this is ineffective because industry has had a voluntary program since 2007, and yet the signatories continue to market their junk food and drinks to children. So we'll keep up the good fight, armed with research and motivated by our care for kids' health and removing industry interference from parents' ability to do their job. We invite all of Jamie's Food Revolutionaries, in Canada and beyond, to join our cause!