Quebec’s consumer protection office has accused Saputo of up to 30 violations of advertising regulations through its promotion of gorilla-shaped muffins to children.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Under Quebec’s consumer protection laws, it is illegal to advertise to children under 13-years-old. However, the Office de la protection du consommateur du Quebec said, Saputo has aimed its marketing of Igor muffins, which feature a dancing gorilla, at children. The company has targeted publicity for Igor at daycare centres and over the Internet.
If found guilty, Saputo face fines of as much as CND$60,000 (US$51,768) the regulator said.
