The regulatory regime for food advertising to children in the UK is amongst the most stringent in Europe. It is made up of a mixture of statutory and self-regulatory codes.
The table below briefly outlines the regulatory framework governing children's advertising in the UK. All codes of advertising and marketing practice are reviewed regularly through a process of public consultation. This allows the regulations to adapt quickly to a changing environment.
The food and advertising industries understand the need for these codes and their level of compliance is exemplary. The level of complaints to regulatory bodies for food advertising to children remains low.
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Television
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Radio
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Non-broadcast
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Code
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Television Advertising Standards Code
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Radio Advertising Standards Code
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Committee of Advertising Practice's (CAP) The British Code of Advertising, Sales Promotion and Direct Marketing
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Code Type
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Statutory
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Statutory
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Self-Regulatory, mandatory
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Code Author
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BCAP (Committee of Advertising Practice, Broadcast) except for code review on food - Ofcom retains responsibility
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CAP
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Adjudication body
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Advertising Standards Authority
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Statutory Backstop
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Ofcom
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Office of Fair Trading
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Advert subject to pre-vetting?
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Yes, Broadcast Advertising Clearance Centre
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Yes, Radio Advertising Clearance Centre
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Cinema: Yes, by an independent copy panel, prior to exhibition
All other non-broadcast media: No, but advertisers are strongly encouraged to consult CAP’s Copy Advice Team for free and confidential copy advice
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Regulatory processes and powers
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Codes subject to regular review / public consultation
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Codes informed by research into societal attitudes
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Rulings and upheld complaints publicised
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Adjudicatory bodies can refer to statutory bodies for further sanctions
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Examples of general provisions for children
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Advertising must not take advantage of children's inexperience or their natural credulity and sense of loyalty
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Advertising must not contain material which could lead to physical, mental or moral harm to children
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Advertising must not directly advise or ask children to buy or to ask their parents or others to make enquiries or purchases
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Advertising must not imply that children will be inferior to others, disloyal or will have let someone down, if they or their family do not use a particular product or service
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Examples of specific provisions for advertising food to children
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Advertising must not condone inappropriate health standards for children
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Advertising must not encourage children to eat frequently throughout the day
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Advertisements must not actively encourage children to eat or drink near bedtime
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Advertising must not encourage children to replace main meals with confectionery or snack foods
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web reference to codes (links):
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www.asab.org.uk/asa/codes
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