The face of food advertising is set to radically change by this time next year, after the recent publication of the Regulations Governing the Labelling and Advertising of Foodstuffs. No more "wholesome and nutritious" foods that are "low fat" or "high in fibre" and "homemade" from "fresh" ingredients. Those descriptions that aren't banned outright will be subject to a set of stringent guidelines. So for those agencies not wanting to go through a major overhaul of advertising tactics, get a copy of the rulebook, break out your nutritionist and lawyer. You'll need all the help you can get to play by the rules while still making your client look good.

Shan Radcliffe, Retail editor
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