IAB UK responds to HFSS consultation

Posted on: Tuesday 18 June 2019 | IAB UK

In its consultation submission, IAB UK challenges the evidence base for proposals further restricting advertising of products high in fat, salt and sugar to children.

Share this

Responding to the Government’s consultation on further advertising restrictions for HFSS products, IAB UK draws attention to evidence showing that children’s exposure to HFSS ads online is low due to advertisers’ widespread compliance with current self-regulatory restrictions. Such arguments are simultaneously being made by the Advertising Association, ASA, CAP and BCAP.

The response put forward also states that the link between a further reduction in HFSS ads shown and a reduction in childhood obesity is tenuous at best; addressing the Government’s calculation that a 9pm watershed on both TV and online advertising (which would also significantly restrict advertising to adults) would result in a mere 2.28 calorie reduction per day, per child – equating to less than half a Smartie.

IAB UK states that any change in the current regulation of HFSS advertising should be based on robust evidence that identifies whether a problem exists. Available evidence supports the fact that the current system of regulation via the CAP Code, independently enforced by the ASA, is sufficient and effective.

Written by

IAB UK

Share this

Related content

CMA logo

IAB UK response to CMA’s market study interim report

Read our response to the Competition and Markets Authority interim report

Learn more
CMA Market Study

IAB UK responds to the CMA’s market study scope

Read our response to the Competition and Markets Authority’s invitation to comment on the scope of its market study into online platforms and the UK’s...

Learn more
Policy-Focus

Online harms white paper: our response

Our response to the white paper into online harms

Learn more
a blonde woman wearing denim talking to another human

IAB UK responds to ICO’s proposed Age Appropriate Design Code

Read our response to the ICO's Age Appropriate Design Code consultation

Learn more

Looking to boost your skills?

Take your pick from over 40 events, workshops and training courses across the year.