CAP Code

So that's the hard legislation.

In addition to that, you've got the self-regulatory rules, so the CAP code and the BCAP code, which as we know are enforced by the ASA.

And then just to mention as well, there's the existing child protection rules, which are at section 15 of the CAP code, and that applies to all HFSS advertising directed at children, so regardless of this new legislation that we're covering today.

And the key point just really to make about that is that this new statutory regime doesn't replace the cap code, it sits alongside it.

Yeah, definitely a key point to remember.

So I think obviously there's been a major change from January of this year, and that's when the UK introduced product-based advertising restrictions rather than just these child targeting restrictions that you mentioned.

It was a less healthy food as defined.

And therefore, because that is an ad, it breached the prohibition, so was picked up on.