Cap and ASA intend to conduct new research and compliance work to ensure that the regulation of food and soft drink advertising continues to be effective and proportionate, particularly when it comes to protecting children.
These latest measures follow work undertaken over the past six months to assess complaints statistics and decisions in this area. Overall, Cap considers that food and soft drink advertising is under control and that the rules are working effectively.
However, the following steps are being taken:
Cap has published an updated Help Note on Food and soft drink product advertisements and children to give advertisers greater clarity on how to comply with the rules, particularly in the online and digital environment.
The food advertising rules are designed to make sure that food and drink is promoted responsibly and ads don’t encourage poor nutritional habits, such as excessive consumption or unhealthy lifestyles.
The Committee of Advertising Practice aims to report on Dr Clarke’s findings by late summer, and compliance work is scheduled for the end of 2014.
“Advertisers operate to strict rules and codes of practice to ensure that their messages are delivered responsibly, especially in relation to children,” said Ian Twinn, ISBA director of public affairs. “All the evidence shows that these measures are working. However, the environment in which we all consume ads is ever-changing, so we recognise the importance of focusing new research on the impact of digital and online marketing.
“Given the evolving online and digital environment, we also welcome the updated guidance note for advertisers clarifying the rules they must adhere to and helping them maintain their already high rate of compliance.”
The ISBA is a member of the Committee of Advertising Practice.
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