Part of Labour’s plan to make the next British generation “the healthiest in the world” includes a ban on junk food adverts on TV until after 9pm and would impose strict rules on advertisers.
Complimentary HFSS Breakfast Briefing on Wednesday 24th May at Langan’s Brasserie, London W1
Shadow health secretary, Jonathan Ashworth, told the BBC “We are going to apply the rules currently applied to children’s TV and apply that to TV more generally, so when you’re sat down with your children, as I do, watching X Factor or Britain’s Got Talent, you’re not going to be seeing adverts for junk food”.
To find out more about the rules on HFSS advertising join us and our guest speakers from the Advertising Standards Authoricontact info@promoveritas.com or call +44 203 325 6000.
Labour have suggested that this tactic would reduce children’s exposure to junk food advertising by 82% which would go some way to helping curb the £6 billion cost of obesity to the NHS each year. The move is simply an extension of the CAP’s tough new rules on High Fat Sugar and Salt products which officially come into effect on July 1st 2017. In a nutshell, these rules are;
- Ads that promote any HFSS products cannot appear in children’s media – so not just TV and that includes online advertising
- HFSS products cannot be advertised in media where children make up over 25% of the audience
- HFSS products cannot use promotions, licensed characters and popular children’s celebrities
- Brands should use the Department of Health’s nutrient profiling model to determine which products are HFSS
CAP’s Chairman James Best said back in December “These restrictions will significantly reduce the number of ads for (HFSS) products seen by children. 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.”
And under the watchful eye of the Advertising Standards Authority, these rules mean there is no need for the strict government legislation proposed by Labour. The UK media industry thrives simply because of its ability to self-regulate and follow the spirit and the letter of the Codes created by CAP. Government intervention is a threat to creativity and means a process slowed down by bureaucracy and more and more laws to contend with.
To find out more about the rules on HFSS advertising join us and our guest speakers from the Advertising Standards Authority at our complimentary HFSS Breakfast Briefing on Wednesday 24th May at Langan’s Brasserie, London W1. To reserve a place contact info@promoveritas.com or call +44 203 325 6000.
