CAP extends junk food rules to non-broadcast media

The Committee of Advertising Practice (CAP) has issued a new rule 47 in its non-broadcast code covering the promotion of food and soft drink products to children (1,2). It has also published guidance on how the new rules should be interpreted.

In short, the rules preclude condoning or encouraging poor nutritional habits or an unhealthy lifestyle in children; encouraging excessive consumption of food or drink products; using promotional offers in an irresponsible way; using “high pressure” or “hard sell” techniques; using licensed characters or celebrities popular with children if targeted directly at pre-school or primary school children, and giving a misleading impression of the nutritional health benefits of the product. Children are defined as persons under 16. The rules will come into force on 1 July 2007.

Notably, the CAP has rejected as too inaccurate the controversial nutrient profiling system that will apply to broadcast advertising. This decision has been criticised by some on the basis that the supposed incentive for manufacturers to improve the nutritional content of products implicit in the profiling approach is foregone. Given the room for interpretation that is left by the rules to the Advertising Standards Authority, one might suggest that the proof of the pudding will be in the eating...