Advertising which promotes food and soft drink products to children must be responsible and in line with the rules in the CAP Code. This Advertising Guidance explores a variety of issues that could arise when marketing food and soft drink products to children.  Advertisers need to observe the general rules around advertising to children as well as the sector specific rules related to food claims and promotional marketing for food products. This guidance covers a range of topics including direct exhortations to buy, health and nutrition claims, diet and lifestyle, promotional offers and the use of licensed characters and celebrities.

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