Food manufacturers have been asked to follow an ethical practice guide in their advertising by one of the world’s biggest business organisations.

The International Chamber of Commerce (ICC) has worked with food industry and advertising federations to draw up a Framework for Responsible Food and Beverage Communications.

Top of the list is not promoting gluttony, with advertisements not to encourage or condone excess consumption. Portrayed portion sizes should be “appropriate”. Nutritional claims should be scientifically valid and snacks should not be presented as a substitute for a meal. Also, children’s advertising should not abuse personalities (live or animated) to obscure “distinctions between editorial content and commercial promotion”.

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