Advertising Requirements
Requirements Specific to Advertising

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Common Name

In advertisements, it is appropriate to describe a food by its common name. For example, in order to avoid misleading consumers, orange juice from concentrate should be described as "orange juice from concentrate" and not "orange juice". After referring to the product by its proper common name at least once in the advertisement, it may be acceptable to use the generic term "juice" or the brand name for subsequent or additional references. Ingredients mentioned in advertising should also be designated by their common names.

In some case, the words "imitation (naming the food imitated)", or "(naming the food) substitute" are required as part of the common name, including when used in advertising. Advertisements are expected to promote the imitation food (definition) or substitute food (definition) on their own merits and not highlight the qualities of the foods they replace, unless they, too, have these qualities.

Many foods that are imitation of another food or substitutes are described by coined names. For more information about common names and coined names please refer to Common Name.

Language Requirements

There are no bilingual requirements under federal statutes concerning food advertising. Refer to Bilingual Labelling for language requirements respecting mandatory food labelling information.

Nutrient Content Claims and Health Claims

Nutrient content claims and some health claims are subject to specific regulatory requirements related to the use of these claims in advertising. More information can be found in Nutrient Content Claims and Health Claims.

Labels Depicted in Advertisements

Generally, labels depicted in advertisements should be current labels. Partial reproductions may be used in advertisements if the information shown is meaningful to consumers and is not misleading or deceptive. Mandatory statements that appear near the common name should not be removed in any partial reproductions of a label. For example, these label statements are important in conjunction with common names in advertising: "previously frozen" and "artificial smoke flavouring added" where applicable for meats and "carbonated" for carbonated mineral waters.

Advertisements for Bulk Beef, Veal, Pork and Lamb

Advertising for the carcass of bulk beef, veal, pork or lamb is subject to advertising regulations requiring an indication of the grade. Refer to Meat and Poultry Products for more information.

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