ASA releases new comprehensive Children and Young People’s Advertising Code Friday, 3 March 2017

Source: Advertising Standards Authority. 3 March 2017

The ASA announced today it has adopted a  new code following recommendation from an independent panel.

The new code replaces the  Code for Advertising to Children and the  Children's Code for Advertising Food and for the first time will cover all advertising to children and young people.

The new code has rules about identifying commercial messaging, and restrictions around the depiction of anti-social behaviour, sexual imagery and unrealistic body images and occasional food and beverage advertising.

The ASA Governance Board acknowledged the significant work undertaken by the independent panel and its advocacy supporting a code for under 18's.

"Following a second round of consultation, the ASA has finalised the new code. The changes clearly define what targeting children or young people in advertising means. The ASA has confirmed the Food and Beverage Classification System as the interim nutrient profiling system to identify occasional food and beverage products" said ASA Chair, Hon. Heather Roy.

The new code comes into force on July 3 2017. The ASA is undertaking extensive training for advertisers, agencies and the media to help support a high level of compliance.

All advertising to children and young people must comply with the code from 2 October 2017.

The full new Children and Young People's Advertising Code can be viewed  here.

Documents available to Download in PDF format: