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CAP Code Changes 2017: What you need to know


CAP Code changes on food and soft drink advertising to children

The long awaited outcome of the consultation on advertising HFSS foods in non-broadcast media targeted at, or of particular appeal to, children ​was published on Thursday, 8th December 2016.

To access the presentation from the session, please click here. You can also access a recording from the webinar here (please note registration details will be required). Please note that CAP advice is for guidance purposes only and is not binding on the ASA Council.

What are the CAP Code changes?

  • New rules come into force 1st July 2017
  • Apply to media targeted at under 16’s  
  • Ads that directly or indirectly promote an HFSS (high fat, salt or sugar) product cannot appear in children’s media  
  • Ads for HFSS cannot appear in other media where children make up over 25% of the audience
  • Ads for HFSS products will not be allowed to use promotions and celebrities popular with children, advertisers may now use those techniques to better promote healthier options  
  • The Department of Health nutrient profiling model will be used to classify which products are HFSS

 Find out more about the changes

CAP have published full details of the changes here  with a full report and explanation.

Have a question you would like to ask? 

If you would like to speak to our Legal team, please contact Helen Hart on 020 3848 0444 or email HelenH@theipm.org.uk​

Available to IPM Members and Non-Members.  If you have any questions please contact the IPM team on 020 ​3848 0444​.