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The British Committees of Advertising Practice (CAP) is an industry group that is funded by advertisers. Obesity is frequently associated with a medical condition and a treatment for it must not be advertised to the public unless it is to be used under suitably qualified supervision.
Marketers must be able to show that their diet plans are nutritionally well-balanced (except for producing a deficit of energy) and that must be assessed in relation to the category of person who would use them. Marketers promoting Very Low Calorie Diets or other diets that fall below 800 kilo-calories a day must do so only for short-term use and must encourage users to take medical advice before embarking on them. Marketing communications must not give the impression that dieters cannot fail or can eat as much as they like and still lose weight.

Health claims in marketing communications for food products that refer to a rate or amount of weight loss are not permitted. How School Snack Rules Affect Children's WeightMove Over Chicken, Here Come Pork McNuggets5 Extreme Diets to Avoid in 2014 Could Counting Calories Be an Exercise in Futility? This entry was posted in News and tagged Advertising, CAP, UK, Weight loss by Hemi Weingarten. What a WONDERFUL idea – while I think some of this in the UK is due to acceptance of some SOCIALISM aspects on their Medical support, we may be headed that way soon. You wouldn’t expect the following limitations to be imposed by industry on itself, but apparently in the UK this is possible.

Different things work for different people and I was lucky enough to find one that worked for me. All marks, brands and names belong to the respective companies and manufacturers and are used solely to identify the companies and products.

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