Sugar Crash: Ads On Kids’ Media Targeted By ASA

The Advertising Standards Agency (ASA) has ruled that ads featuring high fat, salt and sugar (HFSS) will be banned across under 16s-media, following a past ruling for TV.

Posters, movie ads and social media are just some of the areas to be affected by the new ban, and while media created specifically for children is being targeted, more could be affected – even when children make up just a quarter of the audience share.

The Committee of Advertising Practice (CAP) stated:

The nutrient profiling model referenced gives a score to all foods, looking at nutrient content per 100g. Points are totalled for ‘C’ nutrients (fruit, vegetables, nuts, fibre, protein), which are then deducted from the points totalled for ‘A’ nutrients (energy, saturated fat, sugar, sodium) to give a score. A food score of 4 or above, and a drink score of 1 or above, is classified as ‘less healthy’ and will be subject to advertising regulations.

In other news, the so-called ‘sugar tax’ is going ahead next April, with drinks with more than 5g of sugar per 100ml being taxed 18p per litre, and those with more than 8g per 100ml subject to a bigger tax hike of 24p per litre. Fruit juices with no added sugar are exempt, as are drinks with a high milk (calcium) content, and even some alcoholic drinks will be included. Expected to raise an extra £1bn, the money is being ringfenced for the Department for Education (DfE) to be used for school sports.

Image credit: Coralie Ferreira on Flickr.