Regulatory literature related to advertising and marketing

Relevant literature on regulation

  • The Advertising Standards Authority (ASA) & the Committees of Advertising Practice (CAP) CAP Consultation (Regulatory statement) (2017) Food and soft drink advertising to children Regulatory statement 
    • The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice (CAP)
    • How food and drink should be marketed to children in broadcast media.
    • The Advertising Standards Authority (ASA) will begin to enforce the new restrictions from 1 July 2017.
    • In line with its proposals, CAP will introduce a new placement restriction and make amendments to existing rules on the creative content of advertising. The rules will:
    • – Prohibit HFSS advertising from appearing in children’s media (children defined as being under 16);
    • – Prohibit HFSS advertising in other media where children make up a significant proportion of the audience;
    • – Prohibit brand advertising (including, branding such as company logos or characters) that has the effect of promoting specific HFSS products, even if they are not featured directly;
    • – Apply to all media, including advertising in online platforms like social networks and techniques such as advergames;
    • – Use the Department of Health (DH) nutrient profiling model to differentiate between HFSS and non-HFSS products; and
    • – Allow advertisements for non-HFSS products to use promotions and licensed characters and celebrities popular with children to better promote healthier options.
  • British Heart Foundation (2014) Briefing: Junk food marketing to children campaign
    • Action needed
    • Introduce consistent and effective regulations to protect under-16s across all forms of media. The new regulations should:
    • – Include all marketing techniques.
    • – Distinguish between healthy and unhealthy products using a validated nutrient profiling model.
    • – Establish a means of determining whether a product or promotion is targeting children.
    • – Move the responsibility for developing, monitoring, and evaluating advertising regulations to a body independent of the advertising industry.


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