Majority of junk food ads complying with advertising code

Advertisers in the UK are complying with rules governing junk food marketing aimed at children, according to an Advertising Standards Authority compliance report.

Of 927 ads surveyed by the ASA across media including TV, cinema, online and posters, just 10 breached the advertising code – a compliance rate of 99%.

Eight of the 10 breaches were in the non-alcoholic drinks sector, which had a 96% compliance rate.

The ASA’s compliance team looked at ads during July this year. There were 209 TV ads examined, 58 radio ads, six direct mailings, 153 online ads, 88 posters, 378 press ads and 35 circulars.

A compliance report carried out by the ASA earlier this year also found that UK advertisers were complying with junk food regulations (see ASA Reveals Advertisers Strongly Compliant With Junk Food Ad Rules).

Christopher Graham, director general of the ASA, said: “This second survey in two years reveals that compliance levels for food and soft drink advertising remain high.

“However, the sector is under close scrutiny from many quarters, and the ASA will continue to work hard to ensure that standards are maintained.”

At the start of the month, the ASA released a report which found that most companies are adhering to digital marketing rules.

The ASA’s first compliance report into internet advertising found that 97% of 551 digital ads surveyed complied with the non-broadcast advertising code (see Most companies sticking to digital marketing rules).

ASA: 020 7580 5555 www.asa.org.uk