Q&As

Is there an age minimum a consumer can join a loyalty scheme?

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Published by a LexisNexis TMT expert

Published on: 22 April 2024

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How the CAP code applies to a loyalty scheme

The CAP Code applies to loyalty schemes since they are methods of promotional marketing for supermarkets (section 8). Section 5 further lists the essential rules for promoting a loyalty scheme to a child. See Practice Note: Advertising to children.

Each loyalty programme might have specific terms and conditions apply when children are concerned. CAP Code Rule 15.18 and Rule 18.5 place targeting restrictions to protect children from certain products like alcohol, or high in fat, salt and sugar (HFSS) goods etc. Depending on the type of loyalty scheme, it will be important to ensure that it is not inappropriately targeted at children. See Practice Notes: Sector advertising law and regulation and Food advertising. It is therefore

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Jurisdiction(s):

United Kingdom

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