Research - TV Advertising Standards Codes... Boring, but important.

The Advertising Codes lay down rules for advertisers, agencies and media owners to follow. The Advertising Standards Codes are separated out into codes for TV, radio and all other types of ads (‘non-broadcast advertising’). There are also rules for Teletext ads, interactive ads and the scheduling of television ads.

Having decided we were going to produce and advertise a confectionery product I visited the 'Broadcast Committee of Advertising Practice' website to find the government regulations on advertising food.

Below is what I found. I have only included passages that concern us, and have highlighted parts that are particularly key to our own project...

The BCAP Television Advertising Code - 8.3 food and dietary supplements

8.3.1 Accuracy in food advertising

8.3.1(a)
Nutrition claims (e.g. “high in vitamin C”) or health claims (e.g. “aids a healthy digestion”) must be supported by sound scientific evidence. Advertising must not give a misleading impression of the nutritional or health benefits of the product as a whole and factual nutrition statements should not imply a nutritional or health claim that cannot be supported. Ambiguous wording that could be understood as a health claim must be avoided. For example, “goodness” should not be used as a synonym for “wholesomeness” and, if a claim relates to taste, that should be made clear, e.g. “It tastes good”, not “It is good”. The scientific meaning of the word “energy”, i.e. calorific value, should not be confused with its colloquial meaning of physical vigour

8.3.1(b)
Nutritional claims and health claims should relate to benefits that are significant. Claims should be presented clearly and without exaggeration

8.3.1(c)
No nutritional or health claim may be used in HFSS product advertisements targeted directly at pre-school or primary school children

Note:

(1) Advertisements targeted directly at pre-school or primary school children are advertisements that directly target pre-school or primary school children through their content as opposed to their scheduling. For rules on the scheduling of HFSS product advertisements, please see the BCAP Rules on the Scheduling of Television Advertisements.

8.3.1(d)
The fact that a food product is a good source of certain nutrients does not justify generalised claims of a wider nutritional benefit

Note:

(1) Claims of nutritional or health benefits should be considered in the context of a balanced diet or lifestyle or both. For the avoidance of doubt, HFSS product advertisements may make nutritional or health claims in accordance with 8.3.1.



8.3.2 Excessive consumption

8.3.2

Advertisements must not encourage or condone excessive consumption of any food

Notes:

(1) Interpretation of this rule should be by reference to generally accepted nutritional advice. It would clearly not be inconsistent with shots of someone enjoying a chocolate bar; it would, however, preclude someone being shown eating whole boxes of chocolates in one sitting.

(2) Portion sizes or quantities of food shown should be suitable for the occasion and the people portrayed, especially if children are involved. Advertisements should not suggest that a portion intended for more than one person is to be consumed by a single individual or an adult’s portion, by a small child.

(3) If they feature large pack sizes or promotional offers, e.g. ”3 for the price of 2”, advertisements should not encourage people to eat more than they otherwise would.

(4) The notion of excessive consumption relates to the frequency of consumption as well as the amount consumed.

Concern about the issue of childhood obesity has led to a tightening of the riles on advertising food, and on television, specifically foods high in fat or sugar.

Adverts that were considered irresponsible included;

- An advert in October 2008 for 'Oasis', a drink that contains sugar, which was suggested could be a replacement for water.

- A 'Maltesers' advert in which the words "less than 11 calories each" gave the misleading impression that 'Maltesers' were a low energy food.

-The 'Ferrero' advert which neglected to mention the high sugar and fat content, instead focusing on hazelnuts, cocoa powder and skimmed milk, therefore giving the impression the product was healthy.

For more information on the ASA guidelines on 'Food and Children' you can click, right, HERE