New Food Rules for UK Advertising

In summary:

  • Ads that directly or indirectly promote an HFSS product cannot appear in children’s media
  • Ads for HFSS products cannot appear in other media where children make up over 25% of the audience
  • Ads for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children; advertisers may now use those techniques to better promote healthier options
  • The Department of Health nutrient profiling model will be used to classify which products are HFSS

This significant change is designed to help protect the health and wellbeing of children.

Bringing the non-broadcast advertising rules in line with the TV rules, the new restrictions will lead to a major reduction in the number of ads for HFSS food and drinks seen by children. And it will also mean ads for HFSS products will no longer be allowed to appear around TV-like content online, such as on video-sharing platforms or advergames, if they are directed at or likely to appeal particularly to children.

Our review and the new rules come in response to wider concerns in society about childhood obesity and the public health challenges it poses. The new rules also respond to shifting media habits amongst young people and evolving advertising techniques which have fundamentally changed children’s relationship with media and advertising. Research from Ofcom shows that young people aged 5-15 are spending around 15 hours each week online – overtaking time spent watching a TV set for the first time.
 
While there are many factors that have an impact on childhood obesity, and available evidence shows that the effect of advertising on children’s food preferences is relatively small, particularly when compared to other factors like parental influences; we believe that even a very small positive impact from these new ad restrictions could play a meaningful role in reducing potential harms to children.

Click on the following link to read the full CAP statement issued 8 December 2015  

https://www.cap.org.uk/News-reports/Consultations/Closed-consultations/~/media/Files/CAP/Consultations/CAP%20Food%20consultation%202016/Regulatory_statement_final.ashx