Nutrient Profiling Model May Change LHF Advertising – Again – Advertising, Marketing & Branding
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Lewis Silkin
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Just when you thought the new rules on advertising less healthy foods (LHF) were now in force and set in stone…they aren’t.
United Kingdom
Media, Telecoms, IT, Entertainment
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Just when you thought the new rules on advertising less healthy
foods (LHF) were now in force and set in
stone…they aren’t. The rules may already be subject to change
as the UK government plans to update the underlying nutrient
profiling model.
The UK nutrient profiling model (NPM) assesses
the healthiness of food and drink products by balancing the
contribution made by beneficial nutrients alongside the negative
contributions from nutrients where intakes are higher than
recommended, to provide an overall profiling score.
Ofcom (and the ASA) currently use NPM 2004/2005 to enforce rules
that restrict advertising of high in fat, sugar or salt
(HFSS) products to children, through the:
- Broadcast Committee of Advertising Practice’s rules for TV
advertising (since 2007) - Committee on Advertising Practice’s non-broadcast rules for
advertising (since 2017).
NPM 2004/2005 also underpins the:
- Advertising (Less Healthy Food Definitions and Exemptions)
Regulations 2024 - Food (Promotion and Placement) (England) Regulations 2021.
However, UK dietary recommendations have been updated since
2005, and NPM 2004/2005 is perceived to be outdated. Following a
2018 consultation, the Department of Health and Social Care
accepted expert recommendations to adopt an updated model, leading
to NPM 2018. The government has recently published the consultation
outcome.
The government has indicated there will be a further
consultation later this year on applying NPM 2018 to the
advertising and promotion restrictions.
The adoption of an updated model will affect which food and
drink items are categorised as HFSS and/or LHF and caught by the
advertising and promotion restrictions. This would clearly be
unhelpful for manufacturers and advertisers who may have already
reformulated products or planned campaigns based on NPM 2004/2005.
These recent efforts may need to be repeated to maintain
eligibility for advertising outside the LHF/HFSS restrictions. The
consultation expected later this year will be key in deciding if,
when and how the NPM is applied to the LHF/HFSS restrictions.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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