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.

Following a consultation on the advertising of food and soft drinks to children, new rules relating to HFSS product advertising came into effect on 1 July 2017 (rules 15.14, 15.15 and 15.18). 

As a result, HFSS product advertisements are subject to media placement restrictions and HFSS ads directed at under-12s through their content are not permitted to include promotions or celebrities and licensed characters popular with children.

To find out more please see the relevant AdviceOnline articles below which provide advice on;

For a comprehensive overview of the HFSS rules, check out our eLearning module "Food and soft drink advertising to children".


An overview of the rules around HFSS food and drink ads. See for, junk food, fatty foods, unhealthy foods.

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