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IPA supports AA stance on CAP consultation into HFSS advertising aimed at children

The IPA would like to alert members that CAP has launched a consultation on new non-broadcast rules for food and soft drink advertising aimed at children.


View the full release below

CAP launches consultation on new non-broadcast rules for food and soft drink advertising aimed at children

The body responsible for writing the UK Advertising Code, the Committee of Advertising Practice (CAP), is today [Friday 13 May] launching a full public consultation on introducing new rules on the advertising to children of food and soft drink products in non-broadcast media, including online. 

CAP’s action comes in response to wider societal concerns around childhood obesity, as well as the need to ensure the advertising rules reflect changing media habits amongst young people.  

CAP’s main proposals are to:

  • Introduce a new rule to the UK Code of Non-broadcast Advertising, Direct and Promotional Marketing (the CAP Code) to limit where advertising for food and soft drink products high in fat, salt or sugar (HFSS products) can be placed in all non-broadcast media, including traditional and online media 
  • Explore through consultation whether the new rule should prohibit HFSS product advertising in media targeted at or of particular appeal to children under 12 or under 16 
  • Apply the existing rules prohibiting the use of promotions and licensed characters and celebrities popular with children to HFSS product advertising only, allowing more creative ways for healthier foods to be advertised to children 

Available evidence shows that advertising has a modest effect on children’s food preferences, but other factors like parental influence, opportunities for physical exercise, education etc play greater roles in the causes of and solutions to childhood obesity*. However, CAP believes even a relatively small positive impact from new advertising restrictions could make a meaningful contribution to tackling this important health issue.

The proposals are informed by an understanding of the costs that would emerge from a failure to address the obesity crisis affecting the UK. A third of children are overweight or obese which in turn adds to the wider adult obesity problem; overweight and obese children are more likely to become obese adults and have a higher risk of morbidity, disability and premature mortality in adulthood**. The consultation explores what role advertising regulationcan reasonably play – alongside a co-ordinated approach involving parents, schools and a wide range ofpublic health professionals and regulatory bodies – in helping tackle this deep-seated public health challenge. 

The focus on the non-broadcast rules is also informed by CAP’s understanding of changing media consumption habits. The growth in popularity of the internet has changed the way children interact with the commercial world.  Research from Ofcom***, showed that in 2015, 96% of 12 to 15 year-olds spent more time online than watching TV. 

Launching the consultation, Chairman of CAP, James Best said: “Too many children in the UK are growing up overweight or even obese, potentially damaging their health in later life and imposing a high cost on society. Advertising is just one small factor in a very complex equation but we believe we can play a positive part in addressing an urgent societal challenge. In proposing new rules, our aim is to strike the right balance between protecting children and enabling businesses to continue advertising their products responsibly.” 

CAP invites and welcomes responses, in particular from individuals and organisations who have an interest or expertise in the policy issues involved. The consultation closes at 5pm on 22 July 2016. 

The IPA will provide members with detailed guidance on the consultation in the next week.

Last updated 13/05/2016

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