At the end of 2016, the UK Committee of Advertising Practice ("CAP") (which is responsible for writing, maintaining and providing authoritative advice on the UK Advertising Codes) changed the rules on how retailers and brand owners can advertise food and drink products to children.

Effective 1 July 2017, the advertisement of high fat, salt or sugar ("HSFF") food or drink products to target customers which include a significant proportion of under‑16s will be banned in all non‑broadcast media (this includes print, cinema, online and social media). Following a full public consultation, CAP has stated that in order for a retailer or brand owner to avoid sanctions imposed by itself and/or by the Advertising Standards Authority (“ASA”), "advertisements published from that date [forward] must comply with the new and amended rules [and] existing advertisements should be changed or withdrawn as soon as possible."

In an attempt to promote the health and wellbeing of children, these new rules will bring the non‑broadcast rules under the UK Code of Non‑ broadcast Advertising, Sales Promotion and Direct Marketing ("CAP Code") in line with those already in place for television advertising under the UK Code of Broadcast Advertising.