Electronic Thesis and Dissertation Repository

Thesis Format

Monograph

Degree

Doctor of Philosophy

Program

Health and Rehabilitation Sciences

Supervisor

Shelley, Jacob

Abstract

In an era of pervasive marketing, targeting children has become a subject of growing concern due to its potential impact on their well-being and consumer behaviour. The purpose of this study was both to assess and evaluate why Bill S-228, a legislation aimed at protecting children from the current state of marketing to kids (M2K), failed to become law despite initially passing through the Senate and then through the House. First, a narrative literature review was conducted to describe the current practices for restricting M2K of food products based on global data. Second, using two prominent policy change theories, Advocacy Coalition Theory, and the Multiple Stream Theory, the policy change process of Bill S-228 was evaluated to explore what prevented Bill S-228 from passing a third reading in the Senate. Finally, the third study builds on findings from the first two studies by interviewing stakeholders who were involved in the M2K and Bill S-228 policy process. This analysis revealed that there is variation in the evidence regarding the different M2K policies used globally and in Canada. The analysis also identified several political challenges to advancing Bill S-228 on the policy agenda, including industry influence, nature of the bill (being a private member’s bill), stakeholder involvement, timing, terminology debates, role of evidence, framing of the issue and political influence. Finally, this paper concludes with recommendations based on findings, discussions, and conclusions. These recommendations include having more unity between Health Canada and different parties, addressing resources and capacity limitations, considering obesity as a societal issue, defining clear criteria and definitions, and addressing potential loopholes used by industries.

Summary for Lay Audience

Childhood obesity and overweight are both well-recognized serious global public health crisis with serious implications for the well-being and future of children (Moya, 2023). While genetics remains a significant factor in the development of obesity, environmental factors are fundamental and are major drivers of the increased childhood obesity seen globally (A Van Der Klaauw, 2022).

Marketing to Kids (M2K) is now recognized as a significant risk factor for childhood obesity (Scaglioni, 2022). Several countries have implemented voluntary measures to protect children (Potvin Kent, 2023). However, these voluntary measures have been criticized and proven to be ineffective at fully protecting children from potential harmful effects of M2K (Sing, 2023). Instead, there have been increasing calls and support from public health experts, advocacy groups, and researchers for more stringent government regulations to protect children from the impact of M2K (Erzse, 2022; Moodie, 2021).

Prime Minister Trudeau identified children’s marketing restrictions as a public health priority, following his first election in 2015. Specifically, he called for introducing new restrictions on the commercial marketing of unhealthy food and beverages to children (Trudeau, 2015). This resulted in a proposal, championed by former Senator Nancy Green Raine to impose federally mandated restrictions on the marketing of foods High in Fat, Salt, and Sugar (HFSS) to children, known as The Child Health Protection Act (Bill S-228). In 2017, the bill was thoroughly debated, reviewed, and passed by the Senate. It was then amended and passed the House of Commons in September 2018 before being sent back to the Senate for its final vote to become a law. However, it never made it past the third reading in the Senate and thus failed to pass despite support.

This study aimed to both assess and evaluate the current state of M2K and it also investigated why, despite initially passing through the Senate and then through the House, and despite support in the need for mandatory policies to protect children from marketing, Bill S-228 failed to become law. This was done by reviewing M2K literature globally and in Canada. Then, a policy perspective of Bill S-228 was studied using two policy change theories, the Advocacy Coalition Theory and Multiple Stream Theory. Finally, interviews were conducted with those who were involved in M2K and Bill S-228 to complement findings and to potentially gain a full understanding of the overall process.

The analysis revealed that there is variation in the evidence regarding the current practices related to M2K policies globally and in Canada. Additionally, findings identified several political challenges to advancing Bill S-228 on the policy agenda. These challenges include industry influence, nature of the bill, stakeholder involvement, timing, terminology debates, evidence, framing, and political influence.

To enhance the current state of M2K the study recommends having more unity between different parties, addressing resources and capacity limitations, considering obesity as a societal issue, defining clear criteria and definitions, and addressing potential loopholes used by industries.

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