Tougher Advertising Rules Published Today

Tougher new rules for the advertising of alcohol, motoring, snack food and slimming products are published today by the ASA, applying to printed media and promotions, and extended to cover electronic media. The new rules are effective from February 1st.

Alcohol: No advertising where more than 25% of a publication’s readership is under 18.

Snack foods: No encouragement to children to eat or drink at or near bedtime, to eat frequently throughout the day or to replace main meals with snack foods or confectionery.”

Motoring: Advertisers are banned from making speed or acceleration claims “the predominant message of the advertisement”.

Slimming: Adverts not allowed to target or appeal to under 18s or suggest it is desirable to be underweight. Diet plans must show that they are nutritionally well balanced, and adverts for crash diets will be allowed only where they are to be used under medical supervision.

Environment: Claims such as “environmentally friendly” only permitted if the advertiser can “provide convincing evidence that the product will cause no environmental damage”.

Decency: Advertisements should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability

Mail Order: Delivery period extended from 28 days to 30 days.