IPA response to CAP's new restrictions on food and drink advertising to children
The IPA has responded to new rules to be unveiled by the Committee of Advertising Practice (CAP) tomorrow (12th April 2007) which will see new restrictions imposed on the advertising of food and soft drink products to children in non-broadcast media (online, press and outdoor).
Says Marina Palomba, IPA‘s Legal Director, "The IPA recognises there is a perceived need to restrict the advertising of foods and soft drinks to help prevent obesity in children, and that restrictions cannot be limited to broadcast advertising alone. The new CAP rules for non-broadcast advertising ensure that similar restrictions already introduced for broadcast advertising are applied across other media. The rules go further than those for television commercials and television programme sponsorship, and apply to all food and drink products except for fresh fruit and vegetables, as such the rules ought to be welcomed by those critical of advertising as the alleged, albeit unsubstantiated, cause of obesity.”
Summary of rules
In summary, the new rules state that advertisements for food or soft drink products should not:
•Condone or encourage poor nutritional habits or an unhealthy lifestyle in children
•Encourage excessive consumption of food or drink products
•Use promotional offers in an irresponsible way
•Use ‘high pressure’ or ‘hard sell’ techniques
•Use licensed characters or celebrities popular with children if targeted directly at pre-school or primary school children
•Give a misleading impression of the nutritional health benefits of the product.
The rules provide for fresh fruit or fresh vegetables to be advertised using techniques restricted for other food or drink products.
View the IPA Legal Alert on this issue.
Last updated 12/06/2009