| Date | |
|---|---|
| Author | Zoe Aresti |
As you may be aware, new HFSS rules come into play for cinema advertising this summer, but fear not, as DCM has been working with the Cinema Advertising Association (CAA) to ensure a seamless transition.
Harmonisation and convergence of broadcasting codes and standards are culminating on the 1 July, with cinema applying HFSS (high fat, salt and sugar) regulations to advertising sold to all food and drink advertisers.
DCM is responsible for the ad reel and have put in place processes, in conjunction with guidance from the CAA, regarding the placement of advertising in the ad reel.
Advertisers/brands are encouraged to complete a nutritional profile certificate, if they want to advertise products or brands in films where 25% of the audience is under 15 and submit this information for copy clearance guidance ahead of the advertiser or brand being scheduled.
All advertisers/brands that are classified as HFSS will not be able to advertise in HFSS films. Films that carry a HFSS restriction are voted upon in a process similar to that used by CAA alcohol/gambling panel. The list of films is available from the CAA. This information is used to ensure that the correct ads are placed by DCM and are shown in the permitted films.
Rest assured DCMs advertising playlist will fully comply with the CAAs guidance. Please not Exhibitors are responsible for the remainder of the reel.
For more details on the changes visit the CAA’s website.