Vetting journal advertisements

On page 1632 of the June 17, 2008, issue of CMAJ there is a full-page Coca-Cola advertisement. The copy reads, “Can't remember the last Coca-Cola ad targeted at children? There's a reason.” It goes on to state that “… for over 50 years, we've adhered to a company policy that prohibits advertising soft drinks to children.”

Although I am unaware of the means by which, or even if, the journal vets its advertisements, I am certainly aware that for decades Coca-Cola has targeted children in its advertisements. Using pitchmen the likes of cute animated polar bears, Santa Claus, Michael Jordan, Christina Aguilera and New Kids on the Block, it is clear that Coca-Cola has had no qualms about holding children squarely in its crosshairs.

Given that Canada is experiencing a rising tide of childhood obesity, I find it very disturbing to see what appears to be a bald-faced lie grace the pages of our pre-eminent medical journal. I hope the journal sees fit to set the record straight on this issue, and I hope that in the future it pays closer attention to the messages it allows to be broadcast from its pages.