The Committee of Advertising Practices (CAP) is consulting stakeholders on the need to strengthen the rules governing non-broadcast advertising to children.

The current rules require that food and soft drink product marketing communications must not condone poor nutritional habits or an unhealthy lifestyle in children or encourage ‘pester power’. Additionally, promotions, celebrities and licensed characters are banned in such adverts directed at pre-school or primary school age children. The rules are administered by the Advertising Standards Authority and apply across all non-broadcast channels.