Marketing communications for food and non-alcoholic beverages should not encourage or condone excess consumption. They should not encourage an unhealthy lifestyle or unhealthy/unbalanced eating or drinking habits.
Marketing communications for food and non-alcoholic beverages should not show people who choose a healthy active lifestyle in a negative manner.
Marketing communications for food and non-alcoholic beverages representing any material characteristics of the product, including size and content, as well as nutritional and health benefits, should be accurate and should not mislead consumers concerning any of those characteristics, or the intended use of the product.
Nutritional and health-benefit claims and health-related comparisons made in marketing communications for food and non-alcoholic beverages:
(a) should be accurate and should not mislead;
(b) should have a sound scientific basis and be conveyed in a manner that is consistent with the nature and scope of the evidence;
(c) should be based on an objectively supportable and clearly understandable basis.