New Guides On Advertising Food/Slimming/Pharmaceutical Goods

The Independent Television Committee has today published new revisions to its advertising code with regard to the advertising of food, slimming products and pharmaceutical products. The change in rules follow the government’s “Health of the Nation” White Paper which places emphasis on healthier diet.

The new rules mean that all food advertisers should pay “responsible attention” to the health implications; this means encouraging or condoning overindulgence in confectionery will not be allowed, neither will health claims for food products be acceptable unless the benefits claimed are fully substantiated.

The section on slimming products has been introduced as a response to wide- spread public concern over eating disorders; the ITC has accepted that media promotion may encourage eating disorders; in particular the new rules prohibit the targetting of any slimming products at children or adolescents.

The advertising of pharmaceutical products have been updated to take account of recent legislation implementing European Union legislation.

ITC 0171 255 3000