On 27 January, the Department for Health and Social Care published a new Nutrient Profiling Model which is set to affect food advertising restrictions.
In response, a spokesperson for the Advertising Association said:
“Proposals to change the Nutrient Profiling Model so soon after the new Less Healthy Food advertising restrictions came into force will be deeply frustrating for advertisers. Businesses have invested heavily in reformulating products and adapting campaigns to comply with both promotion and advertising rules – a process that takes months, if not years.
We are currently evaluating what the proposed changes to the NPM would mean for our members and the wider industry, but we are concerned that the Government is moving the goalposts prematurely. Lessons from the complex implementation of the LHF advertising restrictions should give government pause for thought about the risks of leaving businesses in the lurch with insufficient time to prepare for further changes.”
The Advertising Association will be responding to the consultation once it is published. For more information, members should contact pga@adassoc.org.uk
