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UK regulator clears four fast-food ads under new junk food rules
The Advertising Standards Authority ruled that ads for Domino’s, Papa John’s, KFC and Burger King did not breach restrictions on less-healthy food products. Two other ads were banned for clearly identifying items classified as less healthy.
Jul 7, 7:01 PM·1m read1 source
The IndependentAudio version
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The Advertising Standards Authority cleared multiple advertisements for Domino’s, Papa John’s, KFC and Burger King after determining the featured items did not meet the government’s definition of less-healthy products. m. , as well as in paid online media at any time.
The restrictions cover 13 product categories linked to childhood obesity and use a nutrient-scoring model to classify items high in saturated fat, salt or sugar.
Specific decisions Two Domino’s ads for a “Vegi Supreme” pizza were allowed because the product fell outside the less-healthy classification and differed visually from the brand’s restricted pizzas. KFC television, video-on-demand and social-media ads were cleared for the same reason, as were a Papa John’s Facebook ad and an Uber Eats video-on-demand spot showing a Burger King Whopper.
” A paid Instagram ad for M&M’s was also prohibited after the regulator found the yellow character depicted peanut M&M’s, a less-healthy item.
Regulator statement
““Today’s rulings provide clarity on how the ‘brand exemption’ aspect of the rules applies in practice. They also show that less healthy products can be hard to spot.””
The authority said some products that consumers might assume are less healthy do not meet the official threshold, sometimes because companies have reformulated them.
