Advertising guidance note on differentiating HFSS product TV ads from brand TV ads

05 November 2007

 

The Broadcast Committee of Advertising Practice (BCAP) has issued a Guidance Note on differentiating HFSS product TV advertisements from Brand TV advertisements. All HFSS product advertisements are subject to scheduling and content restrictions designed to protect children by encouraging the promotion of healthier food and drink options. Those restrictions do not, however, apply to brand advertising and brand sponsorship. The Guidance Note will help broadcasters, advertisers and the ASA understand the difference between the two when interpreting the TV Advertising Standards Code.

HFSS products are food and drink products that are assessed as being high in fat, salt or sugar as measured by the Food Standard Agency’s (FSA) nutrient profiling model. The HFSS rules apply to advertisements on TV only. BCAP is aware that differentiating an HFSS product advertisement from a brand advertisement is not always straight forward. The Guidance Note provides a list of scenarios in which this problem may arise and gives BCAP’s opinion on whether or not an advertisement is likely to be classed as an HFSS product advertisement and therefore subject to restrictions.

Read the guidance note