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<p>In the UK, the Advertising Standards Authority (ASA) is responsible for regulating
advertising across traditional forms of media (print, radio, TV) through its Broadcast
(BCAP) and online advertising through its Non-broadcast (CAP) Codes. Overall responsibility
for enforcement of the legislation governing follow-on formula beyond ASA’s advertising
remit rests with Local Authorities in England.</p><p>In line with statutory restrictions,
infant formula advertising is prohibited. Follow-on formula may be legitimately advertised
but adverts must comply with the general provisions of the Code, which ensure advertising
is legal, decent, honest and truthful.</p><p>The ASA’s rules on formula advertising
are backstopped by Trading Standards. This means that the ASA can refer cases if necessary
for Trading Standards to take a view on whether there are breaches of the law and
apply tougher sanctions as appropriate.</p><p>The Government therefore believes that
existing rules related to the advertising of follow-on formula are sufficient.</p><p>In
addition, through the Online Advertising Programme, the Government is examining the
regulatory model for online advertising to ensure it protects consumers and minimises
harm. The consultation closed last year, and we will be publishing a Government response
in due course.</p><p> </p>
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