HFSS products are food or drink products that are assessed as being high in fat, salt or sugar in accordance with the nutrient profiling scheme published by the Food Standards Agency (FSA) on 6 December 2005 or as amended. In response to concerns about childhood obesity, the BCAP Code prohibits advertisements for HFSS products from being advertised in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 16. However those rules do not apply to TV ads for food or drink products that are assessed as non-HFSS or to brand advertising and brand sponsorship. BCAP acknowledges that differentiating an HFSS product advertisement from a brand advertisement is not always easy. This guidance sets out some scenarios in which that problem could arise and provides BCAP’s opinion on whether the ad amounts to an HFSS product advertisement.