Italy’s advertising standards authority, (Istituto dell’Autodisciplina Pubblicitaria (IAP)) Board of Directors, in order to be compliant with the Audiovisual Media Services Directive (AVMSD), approved the new Regulation for commercial communication relating to food and beverages, to protect children and their proper nutrition.
The main novelty regards point 5), stating that marketing communication of HFSS foods/beverages must not emphasize their positive nutrition qualities. Within Article 11 – Children and young people has been introduced an explicit reference to the new Regulation.
Another recent modification regarded the Regulation on time requirements, in order to keep the speed of self-regulatory procedures high. Thus, in case of non-observance of a decision, the order to cease and desist the non compliant message has become immediately enforceable.
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