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General Principles in the Context of Food and Beverage Advertising
- Copy, sound, and visual presentation of food products should accurately represent all material characteristics advertised -- including size, and content, as well as nutrition and health benefits - and should not mislead consumers concerning any of those characteristics.
- Nutrition and health benefit claims should have a sound scientific basis.
- Food and beverage advertisements should not encourage or condone excess consumption and portion sizes should be appropriate to the setting portrayed.
- Where a food or drink product is presented in the context of a meal, a reasonable variety of foods should be shown, to reflect generally accepted good dietary practice.
- Food and beverage advertisements should not undermine the promotion of healthy, balanced diets.
- Food and beverage advertisements should not undermine the promotion of a healthy, active lifestyle.
- Food products not intended to be substitutes for meals should not be represented as such.
Additional Principles for Food and Beverage Advertising to Children
The same principles that are applicable to general advertising also apply to advertising directed to children. Advertising is a valuable source of information to them as well, but advertisers must take into account the abilities and judgment that children at various stages of development can be expected to bring to the understanding of communications.
- Advertisements should not mislead about potential benefits from the consumption of a product.
- Food product advertisements should not undermine the role of parents and other appropriate adult role models in providing valuable dietary guidance.
- Advertisements should not include any direct appeal to children to persuade their parents or other adults to buy advertised products for them.
- Advertisements directed toward children should not create a sense of urgency.
- While fantasy, including animation, is appropriate in communication with younger as well as older children, care should be taken not to exploit a child's imagination in a way that can encourage poor dietary habits.
- Products derived from or associated with TV program content primarily directed to children should not be advertised during or adjacent to that program.
- Broadcast or print media personalities (live or animated) should not be used to sell products, premiums or services in a way that obscures the distinction between program or editorial content and commercial promotion. For example, commercials or advertisements featuring characters from programs or publications primarily directed to children should not be adjacent to programs or articles in which the same personality or character appears.
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3/16/2010
Science Forum
Washington, DC
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4/7/2010
Consumer Complaints Conference
Washington, DC
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4/7/2010
Foodborne Illness Litigation Conference
Washington, DC
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4/13/2010
Food Labeling Workshop: Complying with Regulatory Requirements for the Labeling of Packaged Foods
Washington, DC
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6/8/2010
Food Labeling Workshop: Complying with Regulatory Requirements for the Labeling of Packaged Foods
Minneapolis, MN
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