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.
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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.
