On the 14 December last year key changes to the regulatory framework for food advertising came into force which had a fundamental effect on how the ASA investigates complaints about health claims made on foods. In the past 14 months or so 63 straight forward breaches of the food sections of the Advertising Codes were resolved informally and 24 published rulings have helped CAP build new guidance.

If you’re not sure where to start, we recommend our Food: Overview AdviceOnline which provides links to specific detailed guidance.

General advice on the application and principles of Section 15 of the CAP Code (the food section) can be found here. These principles apply equally to the food section (Section 13) of the BCAP Code. For broadcast guidance and queries about the application of the BCAP Code please contact Clearcast or the RACC.

There have been a number of rulings against marcoms that have made unauthorised health claims in relation to weight loss. For more information please see the guidance on Weight control: Food and Food Supplements.

To keep track of updates to our guidance on food ads, please follow CAP on Twitter (@CAP_UK). There will be fresh updates early next year.

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