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New CAP Code rules on advertising certain foods to children

View profile for Thomas Emmett
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On 1 July 2017 new rules banning the advertising of high fat, salt and sugar food and drink products (HFSS) in children’s media came into force. The rules apply across all non-broadcast media including print, online and in social media.

A summary of the rules is provided by CAP:

Ads that directly or indirectly promote HFSS products cannot appear in children’s media.

Ads for HFSS products 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, licensed characters 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.

The new rules mean that advertisements relating to high fat, salt or sugar food and/or drink will not be allowed to appear in media that is directed at, or likely to appeal to, children. It is expected that there will be a significant reduction in the number of advertisements for these products as a whole across the variety of advertising platforms available.

If you have an enquiry relating the new rules or need legal assistance in order to ensure compliance with advertising law, please contact Thomas Emmett based at our Basildon Office on 01245 453847 or email

The contents of this article are intended for general information purposes only and shall not be deemed to be, or constitute legal advice. We cannot accept responsibility for any loss as a result of acts or omissions taken in respect of this article.