Author Archives: Wanda Wang

About Wanda Wang

Label bank Co., Ltd. Regulatory inspections and Consulting Research staff Born in Taiwan. Specializing in nutrition, she is mainly engaged in research work on ingredients and additives to be exported from Japan to overseas, as well as managing databases for legal search systems, such as nutrients and labeling standards in various countries.

New rules on ads for “less healthy” food and drink products in the UK

The Advertising Standards Authority Ltd. (ASA) announced new regulation in response to the results of the consultation conducted from the 13th Dec, 2023 to the 7th February, 2024. The new rules will prohibit ads for identifiable less healthy products*1 from being included in Ofcom*2-regulated TV services and on-demand program services (ODPS) between 5:30am and 9:00pm, and from being placed in paid-for space in online media at any time.

*1a subset of products classified as high fat, salt or sugar (“HFSS”)
*2Ofcom (Office of Communications Standards) is the regulator for the communications services in the UK

Overview of new rules on ads

Assessment is implemented according to Nutrient Profiling Technical Guidance published in 2011 by Department of Health.
The model uses a simple scoring system where points are allocated on the basis of the nutrient content of 100g of a food or drink. Points are awarded for ‘A’ nutrients (energy, saturated fat, total sugar and sodium), and for ‘C’ nutrients (fruit, vegetables and nut content, fibre and protein). The score for ‘C’ nutrients is then subtracted from the score for ‘A’ nutrients to give the final nutrient profile score.
Foods scoring 4 or more points, and drinks scoring 1 or more points, are classified as ‘less healthy’ and are subject to Ofcom’s controls on the advertising of foods to children on TV.

In 2007, Ofcom introduced broadcasting restrictions to significantly reduce the exposure of children to television advertising of HFSS. In 2022, the UK government announced a one-year delay in introducing regulations requiring additional restrictions on advertising for certain food and beverage products, alongside amendments to the Communications Act 2003.

Based on the result of the Consultation Implementing further restrictions on advertising for “less healthy” food and drink products restrictions,
HFSS product ads are not permitted to appear in media; 
– specifically for under-16s (for example, a children’s magazine or on a website aimed at children); or 
– where under-16s make up a significant proportion (more than 25%) of the audience (for example, advertorial content with an influencer that might have broad appeal but also a significant child audience).

The restriction will apply to HFSS advertisements that visually impact on children such as website, social media apps, games, outdoor advertisements, excluding audio only media  such as podcasts, streaming services, online only radio. For further details, refer to Proposed amendments to the HFSS branding guidance and HFSS Media Placement.

Present and future of regulations on advertising in the UK, EU, and Singapore

Overview of regulation
the UK The new rules (which will come into effect from October 2025) will prohibit ads for identifiable less healthy products (classified as HFSS) from being included in Ofcom-regulated TV services and ODPS between 5:30am and 9:00pm, and from being placed in paid-for space in online media at any time.
EU Audiovisual Media Services Directive (AVMSD, Directive 2010/13/EU) governs EU-wide coordination of national legislation on all audiovisual media — traditional TV broadcasts and on-demand services, and also contains specific rules to protect minors from advertisements of harmful products. The AVMSD imposes an obligation on Member States to encourage self- and co-regulation, which means the regulation is not necessarily mandatory for Member Nations. Media service providers should develop codes of conduct regarding audiovisual commercial communications accompanying or included in children’s programs of HFSS.
Singapore An advertising prohibition of product advertisements for the least healthy SSBs (i.e. those that receive the poorest front-of-pack label grade) on all local mass media platforms, including broadcast, print, out-of-home and online channels was enforced on the 10th Oct, 2019.
MOH TO INTRODUCE MEASURES TO REDUCE SUGAR INTAKE FROM PRE-PACKAGED SUGAR-SWEETENED BEVERAGES (Ministry Of Heath, Singapore)

Requirements on nutrient content claims such as “healthy” can be found in many countries including Japan and the US, but not many countries enforce advertising (prohibition/restriction) regulations for less healthy food and drink products. With various initiatives being taken worldwide to combat obesity, it is essential to continue paying attention to the labeling methods for nutritional information and the movements towards legal revisions.


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Proposed labeling revision of “Healthy” claim on foods in the US

On September 28, 2022, Food and Drug Administration (FDA) issued a proposed rule to update the definition of the nutrient content claim “healthy”, which was set in 1994. The existing definition has limits for total fat, saturated fat, cholesterol and sodium and to qualify, foods must also provide at least 10% of the Daily Value (DV) for one or more of the following nutrients: vitamin A, vitamin C, calcium, iron, protein and fiber. The FDA accepted public comments until December 28, 2022.

Background of the revision

The latest dietary guidelines in the US have emphasized balanced dietary patterns to consume nutrients rather than focusing on individual nutrients contained in foods. In other words, one of the reasons for this revision is that there is a discrepancy between the current definition of “healthy” and the latest concept of it.
Claims such as “healthy” are an important source of information that allows consumers to select healthier foods at a glance. Currently, more than 80 percent of Americans are estimated to exceed the recommended intake limits for added sugars, saturated fats, and sodium while consuming less in vegetables, fruits, and dairy products. To help consumers improve nutritional and dietary balance and reduce the burden of chronic diseases, the FDA is proposing the changes as a part of an effort to improve health equity in line with current nutritional science and dietary guidelines.

The framework for “healthy”

As a revised proposal, total fat and cholesterol are considered to be removed, and added sugars are to be added among the nutrients covered by the current standards. The proposed definition of “healthy” is based on the revised Nutrition Facts and current nutrition science and Federal dietary guidance, “the Dietary Guidelines for Americans, 2020-2025”, for consumers to maintain healthy dietary practices close to the recommended dietary standards.

Specifically, the proposed definition of “healthy” would require food products contain a certain amount of food from at least one of the food groups or subgroups recommended by “the Dietary Guidelines, 2020-2025” in order to be labeled “healthy”. Limits on added sugars, saturated fat and sodium are set based on Daily Value (DV).

For example, fruits and vegetables, grains, protein, dairy products, etc. must be contained in a certain amount or more, and raw, whole fruits and vegetables automatically qualify for use of the claim.
Also, foods that currently do not meet the “healthy” claim criteria may still meet the requirements under the revised definition. e.g. water, avocados, nuts and seeds, higher fat fish such as salmon, and certain oils In contrast, foods with current “healthy” claims such as white bread, highly sweetened yogurt, and highly sweetened cereal may not meet the proposed definition.

Proposed Criteria for Certain Food Groups and Sample Foods
Per Reference Amount Customarily Consumed (RACC)

Food GroupsFood Group Equivalent MinimumAdded Sugar LimitSodium LimitSaturated Fat Limit
Grains3/4 oz whole-grain equivalent5% DV (2.5 g)10% DV (230 mg)5% DV (1 g)
Dairy3/4 cup equivalent5% DV (2.5 g)10% DV (230 mg)10% DV (2 g)
Vegetable1/2 cup equivalent0% DV (0 g)10% DV (230 mg)5% DV (1 g)
Fruit product1/2 cup equivalent0% DV (0 g)10% DV (230 mg)5% DV (1 g)
Food Groups/Proteins (examples)Food Group Equivalent MinimumAdded Sugar LimitSodium LimitSaturated Fat Limit
Game meat1 ½ oz equivalent0% DV10% DV10% DV
Seafood1 oz equivalent0% DV10% DV10% DV
Nuts and seeds1 oz equivalent0% DV10% DV5% DV*

* Excluding saturated fat derived from nuts and seeds

Food Groups/Oils (examples)Food Group Equivalent MinimumAdded Sugar LimitSodium LimitSaturated Fat Limit
100% OilN/A0% DV0% DV20% of total fat
Oil-based SpreadsN/A0% DV5% DV20% of total fat
Oil-based Dressing*N/A2% DV5% DV20% of total fat

* Must contain at least 30% oil and saturated fat level of the oil must be ≤ 20 percent of total fat

Sample FoodsIndividual foodMixed productMeal
 
Amount of food groups required6-oz yogurt
(1 food group equivalent)*
1/8 cup dried fruit and 1/4 oz nuts
(At least 1/2 food group equivalent each from 2 different food groups)
1 oz salmon, 1/2 cup green beans, 3/4 oz brown rice
(At least 1 food group equivalent each from 3 different food groups)
Nutrients to Limit (no more than)**2 g saturated fat
230 mg sodium
2.5 g added sugar
1 g saturated fat***
230 mg sodium
0 g added sugar
4 g saturated fat
690 mg sodium
2.5 g added sugar

* A food group equivalent is the amount of a food group required
** Amounts based on percentage of the Daily Value for that nutrient
*** Saturated fat from nuts/seeds does not contribute to limit

“Healthy” symbol

Other than the above, the FDA has begun to conduct research on a symbol that industry can voluntarily use to label food products that meet the proposed “healthy” definition. Symbols may be particularly helpful for those with lower nutrition knowledge to identify foods that can be the foundation of a healthy eating pattern. The results of the surveys were published twice in May 2021 and March 2022 through notices in the Federal Register.
Public comments on this issue are expected to be solicited, so keep an eye on the future move on the revision.

[the draft “healthy” symbols]

References


Newsletter Signup

We issue monthly e-newsletters, which provide you with the latest updates on food labeling/regulations in Japan.
If you want to make sure to not miss any issue, please click below.

Related Service

Research Services on Ingredients & Food Labeling -For the Japanese Market-
We verify the conformity of ingredients and additives with the standards for use in Japan based on specifications such as formulation lists. We also verify the conformity of the proposed labeling of ingredient names, nutrients, etc. with the labeling standards based on specifications such as formulation lists.