Advertising Marketing
What Regulation is in place in the UK?
The UK advertising industry is governed by strict codes of practice that are
designed to protect
consumers and create a level playing field for advertisers. Within these codes
there are robust
provisions relating to children. The codes are self-regulatory and cover all
kinds of promotional
communications. For both codes, a child is mainly defined as 'anyone under 16',
although there are a
small number of addition provisions for younger children.
The UK Code of Broadcast Advertising (BCAP Code)
applies to the content and scheduling of television and radio
advertisements.
It also covers
programme sponsorship credits on radio and television services but complaints
about these are
handled by Ofcom.
The UK
Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP
Code) applies
to advertisements across media including newspapers, magazines, billboards,
posters, leaflets,
mailings, e-mails, texts and on UK based company websites.
Both codes include general rules that state advertising must be responsible,
must not mislead, or
offend. Both codes also contain specific rules that apply to advertising of
food
and soft drink to
children. Specifically, the advertising of products high in fat, salt or sugar
(often referred to as 'HFSS')
is not permitted in media of appeal to under 16, whether that be in and around
children's tv programs,
on school buses, or on websites that may have a particular appeal to child
audiences. A food or drink
is defined as 'HFSS' or 'non HFSS' by using the UK nutrient profiling model.
The UK nutrient profiling model is currently under review, and a new model is
not expected to be
announced until early 2020'. CAP and BCAP will then consult
on the usability, proportionality and credibility of the new model and how best
to incorporate it into advertising codes. FDF has concerns about the newly
proposed model - specifically that a free sugars criterion will make the model
difficult to use, and that it would prevent the advertising of pure fruit
juices and
smoothies, most high fibre breakfast cereals and sweetened yogurts / fromage
frais.
Who is the regulatory body for advertising in the UK?
The Advertising Standards Authority (ASA) is the UK independent regulator for
advertising across all media. ASA responds to complaints and proactively checks
the media to take action against misleading, harmful or offensive
advertisements, sales promotions and direct marketing. If ASA judges an advert
to be in breach
of the Codes, it must be withdrawn or amended and the advertiser must not use
the approach again. Further information is available at ASA: About Regulation
Industry Best Practice
UK advertising codes are amongst the strictest in the world and compliance is
high. However, many companies go further than the provisions set out in the
codes.
FDF has developed a summary of voluntary activity which sets out wider activities some companies
are currently undertaking.
Did you find this information useful?
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answer any questions that you have on 020 7420 7208 or email members.enquiries@fdf.org.uk
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FDF has collated information on the following topics:
Food Safety and Hygiene
Food Labelling
Food Authenticity
Reformulation
Advertising and Marketing
Workplace Health
Guidance on other topics coming soon