Food & Supplements
There are detailed rules on food, nutrition and health claims in Rule 13 of the BCAP Code.
Only nutrition claims that are listed in the Annex of Regulation 1924/2006 (page 14) are permitted in advertisements.
Where a specific nutrient is mentioned it must also be accompanied by a specific health claim.
Only EFSA authorised health claims are permitted in food and supplement advertisements.
Advertisements for vitamins, minerals and other food supplements must not state or imply that a balanced and varied diet cannot provide good nutrition.
Advertisements for infant formula are prohibited. Advertisements must not confuse between infant formula and follow-on formula.
Promotional offers and the use of licensed characters and popular celebrities with children must be responsible and must not be promoted or used in food or soft drink advertisements that are targeted directly at pre-school or primary school children (exception: fresh fruit and vegetables).