Playing for time & the EU health claims directive

On October the 30th 2009 the Broadcast Committee of Advertising Practice (BCAP) revised its TV and radio advertising codes so to not conflict with the Nutrition and Health Claims Regulation (NHCR) 1924/2006. This means that advertisements will now be viewed and assessed in relation to decisions and opinions related to the NHCR. The adoption of the regulation was brought into immediate effect. This follows the earlier integration of the NHCR within the CAP code (Covered in our Blog in Jan 2009), a code governing the advertising (broadcast and non-broadcast) of consumer goods in the UK. Although...