FDBusiness.com

The Food and Drink Federation – the voice of UK manufacturers – has welcomed the release 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.

Ian Wright CBE, Director General of Food and Drink Federation, comments: “We fully support 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. Last year, 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.”

He continues: “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. FDF’s job now is 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.”