The Committee of Advertising Practice (CAP) has announced new rules banning the advertising of high fat, salt or sugar (HFSS) food or drink products in children's media.
The new rules come into effect on 1 July 2017 and will apply across all non-broadcast media, including online and in social media.
Advertisers will be prohibited from placing HFSS advertisements in children's media or media where children make up 25% of the audience.
CAP has published a useful Q&A document for advertisers to assist in their preparation for the introduction of the new rules. It can be found here.
Law for the online generation starts here.
The rules, which will apply in media targeted at under-16s, will come into effect on 1 July 2017. 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.