Source: Advertising Standards Authority. 3 March
The ASA announced today it has adopted a
new code following recommendation from an independent
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
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
Documents available to Download in PDF