The Institute of Promotional Marketing (IPM) has welcomed plans from the Committee of Advertising Practice (CAP) to tighten up the rules surrounding the advertising and marketing of High Fat Salt Sugar (HFSS) foods, particularly to children.

CAP Code Consultation: IPM Explains all…

In May, CAP launched a public consultation to discuss proposed amends to the CAP Code. 

CAP aim to make key changes to the CAP Code following investigation into childhood obesity and societal issues. The IPM, as part of the CAP Committee, has been working closely on these proposals with CAP. Promomarketing caught up with the IPM’s Managing Director, Carey Trevill and Member of the CAP Committee, to find out more about what’s happening. 

“Available evidence shows that advertising has a modest effect on children’s food preferences, but other factors like parental influence, opportunities for physical exercise, education for example play greater roles in the causes of and solutions to childhood obesity*” Trevill comments.

“Being part of the CAP Committee means we have been examining the evidence carefully for some time now and CAP believes even a relatively small positive impact from new advertising restrictions could make a meaningful contribution to tackling this important health issue. At the IPM, we wholeheartedly support a responsible marketing approach”.

Promomarketing have secured a pre-recorded summary for our readers, where the IPM talks through the key proposed changes relevant to the promotional marketing community which you can listen to here.

CAP’s proposals aim to:

  • Introduce a new rule to the UK Code of Non-broadcast Advertising, Direct and Promotional Marketing (the CAP Code) to limit where advertising for food and soft drink products high in fat, salt or sugar (HFSS products) can be placed in all non-broadcast media, including traditional and online media
  • Explore through consultation whether the new rule should prohibit HFSS product advertising in media targeted at or of particular appeal to children under 12 or under 16  
  • Apply the existing rules prohibiting the use of promotions and licensed characters and celebrities popular with children to HFSS product advertising only, allowing more creative ways for healthier foods to be advertised to children

These sensitive and important issues deserve some time for debate and represents a recognition that the advertising and marketing industries can be part of the solution when it comes to getting the message out and addressing the country’s concerns around childhood, and adult, obesity.

With the public consultation closing on July 22nd 2016 at 5pm, register your views at CAP, full details can be read here . In addition the IPM are running a LIVE Q&A for interested parties on Monday 18th July at 3pm.

Please register for the webinar by clicking here




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