Media Advertising
Debate between Baroness Eaton and Baroness Chisholm of Owlpen
Baroness Chisholm of Owlpen
I understand where the noble Baroness is coming from. Obviously, this is such a fast-changing world. The ASA does indeed have strong sanctions that it can deploy if the advertising industry is not doing as it is meant to be doing. There is ultimate referral to the trading standards department if there is a breach of consumer protection law, and it can consider stronger sanctions, as I said, if advertisers persistently break the code of the ASA rulings.
Baroness Eaton (Con)
My Lords, childhood obesity is a huge problem. Are Her Majesty’s Government doing anything to regulate advertising of foods that contribute to childhood obesity?
Baroness Chisholm of Owlpen
I thank my noble friend for her question. In July 2017, strict rules came into effect banning the advertising of HFSS food and drink products. The new CAP rules state:
“Ads that directly or indirectly promote an HFSS product 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”.
We are now trying to get advertisers to use these techniques to better promote healthier options for children.