Leatherhead Extends Advertising Consultancy

SURREY, KentLeatherhead Food Research extended its advice and consultancy on the advertising and marketing of food to help clients assess compliance against advertising codes of practice for media.

The advice can cover the acceptability of health and nutrition claims, evidence for substantiation and the conditions of comparative advertising as well as potentially misleading content and code breaches for specific subjects and forms of marketing.

Clients may choose the service for specific claims and artwork, whole advertising campaigns, website checks and consultancy projects, including incorporating services from Letterhead's teams in product development, nutrition, sensory, consumer and regulatory issues. Advice relating to non-foods is also available.

The service covers all forms of marketing, including websites, direct marketing, television and radio broadcasts, press and video and demand services.

"Complying with the regulation on health and nutrition claims poses a real challenge for the food industry," said Georgia Taylor, Leatherhead Food Research's marketing and claims advisor. "There are various grey areas which include uncertainty about whether certain types of products are covered and also how much flexibility on the wording of authorized claims marketers can exercise. In addition, to the regulation, food marketers also have to comply with the UK Advertising Codes. The codes supplement legislation but also cover issues not covered by law so assessing advertising compliance can be a timely and challenging task."