Understanding the new committee of advertising practice rules on advertising food products

In this webinar Andy Taylor, Regulatory Policy Executive at the Committee of Advertising Practice, explains the new rules on advertising food products that are due to come into force in July 2017.

From July 2017, products high in fat, sugar or salt will be prohibited from appearing in non-broadcast media aimed at those under 16, or in any other media where children make up more than 25% of the total audience. This includes digital channels, company websites, cinemas, billboards as well as more traditional print media like magazines.

CAP published the outcome of the consultation in December. It has since published several practical guides (“Quick Q&As”) that provide more advice on what the new rules require advertisers to do to comply:

• Article on nutrient profiling.
• Article on branding that has the effect of promoting HFSS
• Article on identifying children’s media for the purposes of the restrictions.

Also mentioned in the webinar was CAP’s new guidance on ad placement, which provides more in-depth advice on how to comply with the new media placement restriction on HFSS product ads.