## Facts

- Quebec amended its Consumer Protection Act and regulations to prohibit commercial advertising “directed at persons under thirteen years of age.”
- Irwin Toy Limited, a toy manufacturer, aired television advertisements in Quebec that were alleged to be directed at children under 13.
- The Attorney General of Quebec sought to restrain Irwin Toy from broadcasting the advertisements under the statutory ban.
- Irwin Toy challenged the provisions on two main grounds: (1) they were beyond provincial legislative authority under the division of powers; and (2) they violated freedom of expression under the Canadian Charter of Rights and Freedoms.
- Lower courts upheld the legislation’s general validity, while disputing the Charter analysis; the dispute proceeded to the Supreme Court of Canada.

## Issues

1. Whether the advertising prohibition, in pith and substance, fell within provincial legislative authority or instead intruded on federal jurisdiction (including criminal law or broadcasting).
2. Whether the legislation was insulated from Charter review by a valid invocation of the Charter’s “notwithstanding clause.”
3. Whether commercial advertising is “expression” protected by Charter section 2(b), and whether the statute infringed that protection by purpose or effect.
4. If section 2(b) was infringed, whether the infringement was a reasonable limit demonstrably justified under Charter section 1.

## Decision

- The Court held the impugned provisions were intra vires Quebec as consumer-protection legislation grounded in provincial authority over property and civil rights and local matters.
- The Court held the provisions were not shielded from Charter review by a valid section 33 override.
- The Court held commercial advertising is protected “expression” under section 2(b), and the statute infringed section 2(b) because its purpose was to restrict that expression when aimed at children under 13.
- The Court upheld the statute under section 1, finding the limit justified as a proportionate means of protecting children from manipulative advertising.
- Dissenting judges agreed section 2(b) was infringed but would have invalidated the ban for failing minimal impairment under section 1.

## Legal Principles

- “Expression” under Charter section 2(b) includes any non-violent activity that attempts to convey meaning; it excludes violent expression and purely physical conduct that conveys no meaning.
- A section 2(b) claim proceeds by asking (1) whether the activity is protected expression, and (2) whether the law’s purpose or effect restricts that expression.
- Commercial advertising falls within section 2(b) because it conveys meaning and information, even if it may be treated as having lower constitutional value than political speech at the justification stage.
- Under Charter section 1, protecting children as a vulnerable group from manipulative commercial practices can qualify as a pressing and substantial objective.
- In assessing minimal impairment under section 1 in complex social-policy contexts, courts may allow legislatures a margin of appreciation where the law reflects a reasonable line-drawing choice supported by social-science evidence and normative judgments.

## Conclusion

The Court sustained Quebec’s prohibition on commercial advertising directed at children under 13, holding that commercial advertising is protected expression but that the restriction was a justified, proportionate consumer-protection measure enacted within provincial authority.


Irwin Toy Ltd. v. Quebec (Att’y Gen.), [1989] 1 S.C.R. 927 (Can.)