News article

30 June 2017

Food industry welcomes new rules on advertising coming into force

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Following the introduction of new Committee of Advertising Practice (CAP) rules banning the advertising of high fat, salt or sugar (HFSS) food or drink products in children's media from 1 July, Ian Wright CBE, Director General, Food and Drink Federation – the voice of UK manufacturers, said:

"We fully support and welcome this landmark move in UK advertising which will end the advertising of foods and drinks high in fat, sugar or salt (HFSS) in media targeted at children, including online. Two years ago, FDF announced its backing for major changes to the way food and drink is advertised, based on our belief that non-broadcasting advertising rules should be in line with the strict rules already in place for TV.

HFSS food and drink ads have long been banned on children's TV, with under-16s today seeing far fewer of these ads than in recent years. As young people move away from traditional media towards new and social media, we feel it's important that ad rules keep up with this change.

UK food and drink companies have a high compliance rate with advertising rules. The FDF have been and will continue to work with the ASA, AA and other partners, to make sure advertisers understand how to meet these new requirements which represent a major shift in the UK advertising regime. Just last month we published a webinar with CAP to help advertisers as well as the public understand the new regulations, which we see as a step in the right direction towards tackling the complex issue of obesity."

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