Regulation of nutrition and health claims in advertising

Ross Brennan, Barbara Czarnecka, Stephan Dahl, Lynne Eagle, Olga Mourouti

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


This article reviews the intentions and assumptions underlying calls for greater regulation of nutrition and health claims in food advertising and examines the likely impact of new European regulations on health-related claims. After providing a review of the literature concerning regulatory effectiveness and on nutritional and health-related claims in advertising, we present a qualitative analysis of television advertisements aired on British television using a coding framework based on recently approved European Union regulations. There is little reason to expect health-related claims in food advertising to become clearer to consumers as a result of the regulations.

Original languageEnglish
Pages (from-to)57-70
Number of pages14
JournalJournal of Advertising Research
Issue number1
Publication statusPublished - Mar 2008


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