'NO CLAIM' FOOD ADS NEED NO VETTING
By Adnews Staff
As of this week broadcast food and beverage ads that do not carry food claims no longer have to be reviewed by the Canadian Advertising Foundation before they go on air. There are four categories of ads that fall under the No Claim Clearance Exemption Policy: general, promotional, occasion greeting and sponsorship. A food and beverage "claim" means any "direct or indirect visual or auditory reference with respect to a specific brand name or product/food category relating to quality, ingredient/composition, nutrition, health/safety/weight management or production/processing." Government regulations also say that to qualify as "no claim", food advertising may not make market share claims, direct or indirect comparisons with other foods or establishments, or any research or survey claims.