New food advertising rules
26 February 2007
New rules have been announced that change the way in which food products can be advertised on TV. The rules have been tightened in response to Government and public concern about the increase in childhood obesity and the future health of the nation.
As a result, TV advertisements for food products that are classed as high in fat, salt and sugar (HFSS) will not be shown in or around programmes that hold particular appeal for children up to 16 years of age. The ASA is responsible for administering the food rules and ensuring that advertisements adhere to the new content and scheduling restrictions.
Background
Public policy concerns about the rising level of obesity and its associated health risks resulted in the Government wanting to see a change in the way food and drink is advertised to children. In the Health White Paper in November 2004 Ofcom, the ASA's co-regulatory partner for broadcast advertising, was asked to consider strengthening the TV advertising rules for food and soft drinks. After an exhaustive public consultation process Ofcom have finalised the scheduling rules for food advertising. Ofcom have applied the restrictions to those food products classed as HFSS as identified by the Food Standards Agency (FSA) Nutrient Profiling Model. The Broadcast Committee of Advertising Practice (BCAP), the body responsible for writing and updating the TV Advertising Standards Code, have finalised the content rules which will sit alongside and support the changes that Ofcom have introduced. These rules cover a range of issues including the use of celebrities, diet and lifestyle, pressure to purchase, nutritional claims and HFSS products.
New advertising landscape
The content rules will apply to new TV food and soft drink advertisements with immediate effect. All food and soft drink advertisements are required to comply with the new TV content rules from 1 July 2007. The scheduling restrictions will apply from 1 April 2007. The Advertising Standards Authority is tasked with administering the advertising codes and will respond to complaints about food advertisements. Consumer protection is paramount and mechanisms such as the pre-clearance of TV ads by the Broadcast Advertising Clearance Centre (BACC), ongoing training events for industry and the robust policing of non-compliant ads by the ASA should give the public every confidence that procedures are in place to keep advertising standards high.
Frequently Asked Questions
Click here to read some frequently asked questions about the new rules
Advice and training for industry
Click here to register and view a webcast of an industry training seminar on the new rules