A new bill being introduced in Canada is likely to put an end to children-focused food and beverages.
Proposed by Conservative senator Nancy Greene Raine, the  Child Health Protection bill is aiming to lower obesity among children with an amendment to the Food and Drinks Act, that will ban the marketing of consumable products to youth under the age of 17.
The bill comes in wake of recent reports showing a jump in the number of Canadian teens who are afflicted with health problems like obesity, Type-2 diabetes and heart disease.
Similar Law Already In Effect In Quebec Â
The province of Quebec has a similar law in place, which bans any marketing that targets those under 13 years of age.  Although the bill may conflict with some provisions related to freedoms of expression, these have been overcome in Quebec and it is believed that it could be surmounted for whole of Canada as well.
The Canadian food industry has strongly criticised the bill stating that it is deflecting from the actual causes of youth obesity which are the poor diet and lack of exercise. According to it, parents are the ones who are accountable for tracking what their children are eating and drinking.
The passage of this bill could potentially  affect the sponsorship received by youth programs and sports nationwide, which benefits thousands of kids  each year.  The government has however assured that steps will be taken to prevent this from happening.
Bill May Get Cross-Party Support
The adoption of a private member’s bill by the government is typically rare but not unknown.
In this case , the bill may receive wide-ranging support given its relevance to a highly important issue facing the country.
The bill was given its second reading in the House of Commons this week and will be shortly considered in the legislative house.
