New rules ban advertising of unhealthy food in children's media

Medical Government/ NHS related news

The advertising of high fat, salt or sugar (HFSS) food or drink products in children's media is to be banned under new rules announced by the Committee of Advertising Practice.

These new regulations are set to come into effect on July 1st 2017 and will apply across all non-broadcast media, including print, in cinemas, online and on social media, with the stated aim of improving the health and wellbeing of children.

“New rules have been introduced banning the advertising of food and drink products containing high levels of fat, salt and sugar in children's media.“

Ads that directly or indirectly promote an HFSS will no longer be able to appear in child-specific media or other media where children make up more than 25 percent of the audience.

Similarly, ads for such products will be prohibited from using promotions, licensed characters and celebrities popular with children, with the Department of Health nutrient profiling model to be used to classify which products fall into this category.

This will bring non-broadcast advertising rules in line with rules already in force on TV, and will allow advertisers to use these techniques to better promote healthier options.

James Best, chairman of the Committee of Advertising Practice, said: "Our tough new rules are a clear demonstration that the ad industry is willing and ready to act on its responsibilities and puts the protection of children at the heart of its work."

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