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France: Self regulatory authority publishes new guidelines on food advertising

26 October 2009 - On 22 October, the French Professional Advertising Regulation Authority (ARPP) published a number of recommendations regarding food advertising, including advertising to children. The self regulatory guidelines, which are based on previous recommendations (see AEF Alert 11 August 2009), will come into force from 2010.

With regard to food advertising to children, the ARPP’s Advertising Council’s (CPP) recommendations include the following provisions:

• “Young children may not be led by advertising into thinking that the consumption of certain foods will enhance their abilities in their everyday lives.”
• “The use of humour in advertising, including the reference to imaginary worlds, is legitimate, as long as it stays within the limits where it may not be misinterpreted by young audiences as to how this will change the properties of the food consumed in real life.”
•  “The use of fictional characters in advertising may not under any circumstances promote actions that are contrary to good nutritional habits or healthy lifestyles.”
• “Advertising may not portray the judgment of adults being questioned with regard to product consumption or undermine their authority.”

A full copy of the advertising guidelines (in the French language) is available from the AEF Secretariat

For more information, please contact the AEF Secretariat
E. info@aeforum.org   T. +44 (0) 20 7526 3656 

The European Association of Communications Agencies (EACA) is a Brussels-based organisation whose mission is to represent full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.