Preamble
Aware of France’s rich culinary tradition and the role that professionals can play in preventing unhealthy eating habits, they have committed themselves, particularly with regard to young people, to actively promoting:
- a diet that promotes good health, that is to say, a healthy diet which contributes in a sustainable way to the physical, mental and social well-being of everyone,
- daily physical activity, broadly understood as moving and being active (for example: playing sport, cycling, walking, taking the stairs, incorporating an active break into one’s working day, or even gardening.
In this spirit, responsible communication ensures that its content is consistent with the aim of improving lifestyle, which encompasses:
- a varied and balanced diet,
- regular physical activity,
- and sufficient sleep for the metabolism to function properly.
Thus, when advertising refers to or depicts eating behaviour, it must not encourage behaviour that runs counter to the generally accepted recommendations on healthy living issued by the National Nutrition and Health Programme (PNNS).
Scope of application
These rules apply:
- to all advertisements depicting eating behaviour, regardless of the people depicted,
- to ambassadors, influencers [1]
1. General principles
1.1 Well-balanced diet
a/ When a complete meal – lunch or dinner – is depicted, this depiction must reflect a balanced diet. The depiction of a balanced diet must be adhered to in all circumstances for breakfast and afternoon tea.
b/ If the PNNS dietary guidelines are mentioned in the advertisement, they must be presented in a positive light.
c/ Similarly, the advertisement must not contradict, ridicule or downplay the importance of healthy eating habits or a healthy lifestyle.
d/ Where nutritional indicators particularly the Nutri-Score, are mentioned in the advertisement, regardless of their location-including on the packaging- they must comply with the legibility rules set out in the ARPP’s ‘Notes and overlays” code.
e/ Advertisements must not promote eating habits likely to cause serious deficiencies.
f/ Advertisements promoting weight-loss diets must refer to supervision by a healthcare professional.
1.2 Excessive consumption
a/ Advertising must not encourage excessive consumption of the product. The concept of excessive quantity is assessed in relation to the target audience and the context depicted, whilst considering the recommendations of the National Nutrition and Health Programme (PNNS). Encouragement of excessive consumption refers, for example, to depicting an individual consuming or about to consume a product without restraint or in unreasonable or disproportionate quantities. An unreasonable quantity is also understood in line with the rule on food waste set out in point 1/6 a/.
b/ A fortiori, any explicit encouragement of excessive consumption of the ‘enjoy without moderation’ type is prohibited.
c/ Physical or sporting activity may not be used as a pretext for excessive consumption.
d/ This does not apply to the expression of satisfaction and pleasure associated with the consumption of a product.
1.3 Nibbling
- a) It is possible to show someone eating between meals, nevertheless adverts shouldn’t encourage eating all day in an unreasonable way.
- b) Nibbling shouldn’t be presented as substitutable to a meal.
1.4 Context of consumption
No scenes depicting consumption in front of a screen within the home should be shown, whether they feature people, brand ambassadors, influencers [2] popular figures, celebrities or ordinary people, whether fictional or not.
1.5 Nutritional comparisons and equivalences
a) Equivalences between food products are only allowed for products belonging to the same food category.
b) Adverts shouldn’t encourage substitutions between categories, notably by suggesting that the profits of the two products compared are globally equivalent.
c) These equivalences should be nutritionally relevant (for example, they must concern nutrients present in both products and in significant quantities).
d) Raw products shouldn’t be depreciated.
1.6 Societal values
a) Food waste
Adverts must avoid representing behaviors contrary to ethical rules related to sustainable development by encouraging in any way food wasting. Food wasting covers throwing, as if it were waste, a non-trivial amount of food that is still edible.
b/ Sustainable food
Advertising must not undermine the principles of sustainable food, such as the seasonality of products or production methods that are more respectful of biodiversity.
Where labels, including environmental labels, are highlighted in advertising, they must comply with the clarity requirements set out in the ARPP’s “Notes and overlays”code.
c) Diversity
Advertising must not stigmatise people on the basis of their height, body shape, weight or dietary choices, provided that these are in line with the principles of this recommendation.
d) Physical activities and sports
When adverts presenting an eating behavior also show physical activities or sports, they must not spread messages contrary to sport values (as for example, violence, incivility, discrimination…)
2. Adverts presenting children and/or aiming at children
2.1 Association of performance to humor or to an imaginary world
a) Children shouldn’t be led to think that food can change their daily life (art activities, school, and sport) by exceptional performances.
The use, in an advert, of humor, original and unusual situations, or the reference to an imaginary world, is possible if it stays in a fantasy world and doesn’t risk tobe understood by children like real achievements which could result from the food consumption.
b) Advertising featuring ambassadors, influencers [3] , popular figures – whether famous or ordinary, and whether fictional or not – that encourages children to consume a product must not, under any circumstances, promote behaviour that contravenes the rules of good dietary practice and healthy living.
2.2 In reference to adults
Adverts shouldn’t depreciate or minimize the authority or the advices of the adults surrounding the children in product consumption, neither suggest their resignation.