The above warning label will soon have to be placed on any advertisement or logo that promotes the consumption or sale of any sugar-sweetened beverages (SSB) within the City and County of San Francisco.
SSB is defined as any nonalcoholic beverage sold for human consumption that has one or more added caloric sweeteners and contains more than 25 calories per 12 ounces of beverage including but not limited to: soft drinks, energy drinks, sports drinks, sweetened teas, flavored waters, frozen beverages, sweetened coffee beverages, and juices that are not 100% juice.
The warning label will need to adhere to strict guidelines and must: (1) occupy at least 20% of the area of the ad; (2) be enclosed in a rectangular border within the printed advertisement; (3) contain capital letters for the word WARNING; (4) be legible with text of the warning and be positioned in the same direction of the ad; and (5) be permanently affixed or printed on each ad.
This Law does outline several exemptions in order to specifically target advertisements or billboards for SSBs. Those exemptions are:
- Menus or food lists
- Any advertisement in a newspaper, magazine, periodical, on television, the Internet or other electronic media
- Packaging or containers for SSBs
- Shelf tag or label stating retail price
- Any logo smaller than 36 square inches that is unaccompanied by any display, representation or other information identifying, promoting or marketing a SSB
- Any SSB advertisement that has not been substantially changed for a period of 50 or more years before the Operative Date and the Advertiser provides records or other information that substantiates the SSB ad has not been substantially changed over the 50-year period.
- Any reproduction or ad that was created before December 31, 1985, for which records are provided by the advertiser.
- Signs, other than general advertising signs (aka billboards) that were permitted by the city prior to October 20th, 2015.
Click here for the language of law.