Junk Food Ads to Be Banned in All U.K. Kids’ Media

LONDON: The Committee of Advertising Practice (CAP) has revealed that as of July 1, 2017, there will be no more advertising of high fat, salt and sugar (HFSS) food and drink in U.K. children’s media.

The new rules, which already apply to kids’ TV, will affect all non-broadcast media, including print, cinema, online and social media aimed at youngsters under the age of 16. The Department of Health nutrient profiling model will be used to determine HFSS products. The restrictions are meant to help protect the health and wellbeing of U.K. kids and reduce childhood obesity.

James Best, chairman of CAP, commented: “Childhood obesity is a serious and complex issue and one that we’re determined to play our part in tackling. These restrictions will significantly reduce the number of ads for high fat, salt or sugar products seen by children. Our tough new rules are a clear demonstration that the ad industry is willing and ready to act on its responsibilities and puts the protection of children at the heart of its work.”