The Committees of Advertising Practice (CAP and BCAP) have today (04 April) launched two initiatives regarding children's exposure to ads for food and soft drink products that are high in fat, salt or sugar. 

The new initiatives, which are designed to ensure the right level of protection for children, include: 

  • A call for evidence to inform the regulation of TV ads for food and soft drinks (evidence includes TV ads' effects on children's food preferences, the benefits of tougher restrictions etc)
  • The terms of reference for its 12-month review of the non-broadcast rules for food and soft drink advertising.

CAP have also referenced forthcoming work on the new nutrient profiling model and the ASA's project to publish exposure data on HFSS, designed to provide an up-to-date analysis of the latest evidence in this area. 

These initiatives will help inform CAP's work in ensuring the advertising rules are in the right place, are being followed by advertisers and continue to be effective in protecting children in their multi-media lives in light of the calls from politicians and others for tougher action in this area. It also comes ahead of Government making further announcements on the obesity agenda.

Important dates to note:

  • The call for evidence on TV advertising closes on 16 May 2018, with analysis being published in the Autumn
  • The review of the non-broadcast HFSS restrictions will begin on 1 July 2018, one year after the rules came into force

Further information can be found on the CAP website or contact James Barge ( for more details. 

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Written 04th April 2018
By Colin Sheehan