Packaging and point of sale

The non-broadcast ad rules cover ads of all shapes and sizes across a number of different media, however, our rules do not apply to a product’s packaging or labeling unless it advertises another product or includes a sales promotion.

The only exception to this is if an ad features a pack-shot in which the label or package can be seen. In those circumstances, claims on the pack will be considered as forming part of the ad and will be subject to our rules.

Advertisers should be aware that other bodies, such as Trading Standards and the Medicines and Healthcare Products Regulatory Agency (MHRA), might cover packaging claims for foods and medicines and they should check the rules with those bodies.

Leaflets included in packages, and therefore available to the consumer after purchase, are likely to be considered within our remit if they advertise products other than the one bought.

We also don’t regulate in-store ads such as those in shop windows or displays at the till.

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Latest rulings

Future Farm Plant-Based Food UK Ltd t/a Future Farm
- Upheld
- 29 May 2024
The product packaging for a Future Farm Future Burger, seen on 9 February 2024, featured a promotion. Text on the front of the packaging stated, “WIN £1000 BUY ME AND SCAN TO ENTER *T&C’S APPLY”. A QR code was in the centre of the text.
HJ Heinz Foods UK Ltd t/a Heinz
- Upheld
- Packaging (promotion)
- 24 January 2024
A packaging promotion for ‘free days out’ omitted significant conditions.
Kellogg Europe Trading Ltd t/a Kellogg Company
- Upheld
- 20 December 2023
The product packaging for Kellogg’s Crunchy Nut Clusters, seen on 17 July 2023, featured a promotion. Text on the back of the packaging stated “FREE ADULT TICKET” next to a triangle symbol. Below, text stated “ADULT TICKET OR CHILD TICKET = FREE ADULT TICKET”. Text underneath stated &ldquo...
Princes Ltd t/a Princes Foods
- Upheld in part
- Point of sale, Internet (website content)
- 16 August 2023
An in-store promotional display and a website for a promotion to win Tesco gift vouchers omitted significant conditions and caused participants unnecessary disappointment.

View all rulings

Packaging and point of sale

The non-broadcast ad rules cover ads of all shapes and sizes across a number of different media, however, our rules do not apply to a product’s packaging or labeling unless it advertises another product or includes a sales promotion.

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