Food and Nutrition

The ProCopywriters Code of Practice requires that we “ensure claims are truthful, accurate and can be substantiated” and “comply with all relevant advertising codes and regulations.”

Food advertising involves specific rules about health claims, nutrition claims, and restrictions on certain product types. Getting it wrong can result in ASA rulings and enforcement action.

Claims about health benefits or nutritional content are strictly regulated:

Nutrition claims

Claims like “low fat,” “high fibre,” or “source of protein” have defined meanings. A product must meet specific criteria to use these claims:

• Low fat – no more than 3g per 100g (or 1.5g per 100ml for liquids)
• Source of protein – at least 12% of the energy value is from protein
• High protein – at least 20% of the energy value is provided by protein
• Source of fibre – at least 3g per 100g for solid foods (or 1.5g per 100kcal for foods, including drinks)
• High fibre – at least 6g per 100g for solid foods (or 3g per 100kcal for foods, including drinks)

Health claims

Claims linking food to health benefits must be from the EU Register. You can’t create new claims. Examples of authorised claims:

• “Calcium is needed for the maintenance of normal bones”
• “Vitamin C contributes to the normal function of the immune system”

Disease risk reduction claims

Very few are permitted. Claims that a food reduces disease risk require specific authorisation.

Products high in fat, salt or sugar (HFSS) face significant advertising restrictions. These rules apply to paid-for advertising; some owned channels are treated differently:

Current rules

• No HFSS advertising in children’s media
• No use of licensed characters or celebrities popular with children
• No promotional offers appealing to children

New restrictions (from October 2025)

• Ban on paid-for online HFSS advertising
• 9pm watershed for TV HFSS advertising
• Some exemptions for small businesses

What counts as HFSS?

Products are scored using the Nutrient Profiling Model. The scoring considers energy, saturated fat, sugar, salt, protein, fibre, and fruit/vegetable content. Some unexpected products are deemed HFSS (e.g. breakfast cereals, fruit-based drinks, ready meals).

Implications for copywriters

If you’re working on food advertising, check whether the product is HFSS. This affects where ads can appear and what they can include.

Diet and weight loss products have specific rules:

What’s prohibited

• Claiming a specific rate of weight loss (e.g. “lose 7lbs in a week”)
• Targeting people who are underweight or vulnerable
• Using “before and after” images that exaggerate results
• Claiming products work without diet or exercise (unless true)

What’s permitted

• General claims about supporting weight management
• Factual information about calories or nutritional content
• Testimonials (if genuine and representative)

Evidence requirements

Weight loss claims need robust evidence. Consumer testimonials alone aren’t enough. You need studies showing that the product works.

Beyond HFSS restrictions, all food advertising to children must:

Not encourage poor diet

• Show excessive consumption
• Disparage healthy eating
• Undermine parental authority on food choices

Not exploit children’s trust

• Use direct exhortations (“tell mum to buy”)
• Exploit pester power
• Make children feel inferior for not consuming the product

Be responsible about promotional techniques

• Licensed characters and celebrities shouldn’t promote HFSS foods to children
• Competitions and promotions shouldn’t be the main appeal

Working on food advertising:

Before you start

• Check if the product is HFSS (ask the client for nutrient profile score)
• Identify what claims are authorised for the product
• Understand the target audience and media placement

Writing claims

• Use authorised wording for health claims
• Ensure nutrition claims are accurate for the product as sold
• Avoid implied claims that can’t be substantiated

Getting approval

• Build in time for legal/compliance review
• Be prepared to adjust claims based on feedback
• Document the evidence base for claims made

Food copywriting requires understanding the claims framework: what can be said, what must be substantiated, and what’s prohibited. HFSS restrictions add another layer of complexity.

Work closely with clients on compliance and use authorised claim wording. Avoid the temptation to make vague wellness claims that sound good but can’t be substantiated.