The consultation included proposals for rules mirroring new European legislation on nutrition and health claims in food advertising. Regulation EC 1924/2006 introduces a maximum harmonisation framework to ensure consumers are not misled by claims in advertising or on packaging. All claims must be centrally approved by the European Food Safety Agency. The Regulation also imposes usage requirements that advertisers must satisfy to be able to use approved claims.
BCAP introduced the new rules to allow the Codes to be used to enforce the Regulation's requirements relating to advertising.