The Committee of Advertising Practice has launched the consultation amidst rising concerns surrounding childhood obesity.
The CAP proposes introducing a new rule to the UK Code of Non-broadcast Advertising, Direct and Promotional Marketing (the CAP Code) to limit where advertising for food and soft drink products high in fat, salt or sugar can be placed in all non-broadcast media (including traditional and online media).
James Best, chairman of CAP, said: “Too many children in the UK are growing up overweight or even obese, potentially damaging their health in later life and imposing a high cost on society.
“Advertising is just one small factor in a very complex equation but we believe we can play a positive part in addressing an urgent societal challenge. In proposing new rules, our aim is to strike the right balance between protecting children and enabling businesses to continue advertising their products responsibly.”
The consultation will explore what role advertising regulation can reasonably play - alongside a co-ordinated approach involving parents, schools and a wide range of public health professionals and regulatory bodies - in helping tackle the childhood obesity crisis.
Evidence has previously shown advertising to have a modest effect on children’s food preferences, with parental influence, opportunities for physical exercise and education playing greater roles.
A third of children are overweight or obese which in turn adds to the wider adult obesity problem, with overweight and obese children more likely to become obese adults and have a higher risk of morbidity, disability and premature mortality in adulthood.