Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.


BREXIT - The CAP and BCAP Codes include many rules which seek to reflect significant pieces of EU law or UK law that has been made to implement EU law.

Marketers should be aware that all EU-derived legislation that is in force at the end of the transition period will remain in force after this point unless it is subsequently repealed. CAP and BCAP will continue to consider any changes that might be necessary to the Codes as they receive further information from government, and will make any appropriate changes as soon as they are in a position to do so.  This News Article explains the position further. 

Additionally, following the end of the transition period we understand that changes will be made to legislation relating to nutrition and health claims made on foods.  The Advertising Codes will therefore be updated as soon as possible in 2021 and marketers are advised to familiarise themselves with the relevant guidance and register published by the Government, to which the ASA will have regard from 1 January 2021.   

Marketers who are unsure about the effect of any changes should seek legal advice.

Marketers wishing to advertise their food product as a “functional food” should be aware that this claim is covered by the rules regarding health claims made on foods set out in Section 15 of the CAP Code. See ‘Food: Overview’.

The ASA is likely to interpret “functional food” as a general health claim which would need to be accompanied by a specific authorised health claim as required by rule 15.2.

See ‘Food: General Health Claims’ and ‘Food: Health Claims’.


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