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The Advertising Association’s FAU welcomes new tough but fair rules for non-broadcast food and soft drink advertising
The Advertising Association’s Food Advertising Unit (FAU) welcomes new rules on non-broadcast advertising of food and soft drink advertisements to children, published by the Committee of Advertising Practice (CAP) today.
AA Chief Executive, the Baroness Buscombe, said:
“The new CAP rules on food advertising to children are tough but fair. They demonstrate the industry’s commitment to responsible and effective self-regulation, and address the issues raised in the Government’s Choosing Health White Paper.”
The new advertising content rules aim to protect all children under 16, and in addition prevent the use of celebrities and licensed characters, promotional offers and health or nutrition claims in food or soft drink ads directly targeted at under 12’s through their content.
They will come into effect for all non-broadcast advertising from 1 July – to coincide with the implementation of the new broadcast advertising rules for all campaigns.
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Notes to editors
- The Food Advertising Unit (FAU), which operates under the auspices of the UK Advertising Association, is a centre for information, communication and research in the area of food advertising, particularly television advertising, to children. The FAU represents multinational food companies, agencies and the broadcast media with an interest in food advertising. Further details about the FAU can be found at www.fau.org.uk.
- The CAP Code is published by the Committee of Advertising Practice (CAP), the self-regulatory industry Committee that operates within the ASA system.
- The Advertising Standards Authority (ASA) is the self-regulatory body for advertising. Its aim is to promote and oversee high standards in advertising in the UK, in cooperation with the whole of the advertising industry. The ASA also adjudicates on advertising complaints.
- The new self-regulatory CAP Code rules on food and soft drink advertising to children will apply to advertisements in newspapers, magazines, cinema, posters and advertisements in non-broadcast electronic media including online advertisements in paid-for space (eg banner and pop-up advertisements). It is binding on the industry. It does not extend to claims made on companies’ own websites.
- It follows the publication by Ofcom on 22 February of its final statement on Television Advertising of Food and Drink Products to Children.
- In answer to a Parliamentary Question tabled by Stephen O’Brien MP, Shadow Minister for Health, in May 2006, Caroline Flint MP stated that her concerns were “focused on protecting primary school aged children.”
For further information
Please contact Jonathan Collett on 020 7340 1100 or 07740 896805.
News release: Baroness Buscombe responds to Ofcom’s announcement 
FAU Response to Ofcom further consultation on Television Advertising of Food and Drink Products to Children
News release: the FAU expresses its disappointment at Ofcom’s decision to ban all advertising of HFSS foods to children under 16’s
Media brief 16 November 2006
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