CAP continues to protect children and young people by issuing new guidance on non-broadcast ad placement of age-restricted products. The guidance helps marketers of age-sensitive products and services adhere to the CAP rules on age-restricted marketing communications.
Companies promoting their weight loss products and regimes have a year round target audience - whether consumers are preparing for a sunny holiday or a special occasion, or generally wanting to keep healthy and trim. The UK codes of practice on advertising laid down by the Committee of Advertising Practice ("CAP") and regulated by the Advertising Standards Authority (the "ASA") already contain specific provisions on weight control and slimming. However, following a number of adverse adjudications by the ASA upholding complaints against companies exaggerating the benefits of the products, CAP has issued some guidance to help advertisers promote their products and regimes in a truthful and decent manner.