Junk food ads aimed at children are to be banned online, at the cinema and in print. The new rules, which come after a public consultation, were announced today by the Committee on Advertising Practice (CAP) and ban the advertising of high fat, salt or sugar (HFSS) food or drink products in children’s media.
The restrictions, which will apply in media targeted at under-16s and match existing TV rules, will come into effect on 1 July 2017 and ban ads that “directly or indirectly promote a HFSS product”.
The rules also mean HFSS products cannot appear in other media where children make up over 25% of the audience, and ads for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children.
However, advertisers may now use those techniques to better promote healthier options.
“Childhood obesity is a serious and complex issue and one that we’re determined to play our part in tackling,” said chairman of CAP, James Best.
“These restrictions will significantly reduce the number of ads for high, fat, salt or sugar 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.”
Responding to the news, the IPA, which represents advertising agencies, said CAP’s decision shows that the self-regulatory system is “strong enough to take difficult decisions and flexible enough to implement them”.
The body’s director of legal and public affairs, Richard Lindsay, said: “Given the IPA President’s stated agenda that advertising should be a force for good, we support this initiative.
“Agencies already adhere to the rules governing the advertising of HFSS products on television and, since the means by which children consume media has changed considerably over the years, it makes sense to align the non-broadcast rules with those for television.”
Agencies will have until next summer to ensure that their creative content and media planning strategies take these new rules into account, however there will be an additional three-month transitional period for advertisers who can demonstrate that the media space in question was booked prior to CAP’s announcement today.
