Food marketing aimed at children remains a key focus

Compliance with the Dutch Advertising Code for Food Products (RVV) remains important. Each year, the government assesses how often children are exposed to advertising for food products. The 2024 Monitor on Child Marketing shows that traditional forms of advertising are used far less frequently. However, new marketing channels are attracting growing attention.

Around children's programmes on television channels such as Disney Channel, Disney XD and Nickelodeon, food advertising has become a rare occurrence. These channels now mainly broadcast advertisements from Lidl, without promoting specific food products. A similar decline in food advertising is visible on NPO 3 and RTL 4.

Children are still exposed to advertising during programmes where they represent a smaller share of the audience, such as football broadcasts. Because less than a quarter of viewers are under the age of 13, these programmes fall outside the RVV's scope. Marketing efforts are increasingly shifting to platforms like YouTube, Instagram, and TikTok, where it is often unclear whether content is sponsored.

Advertising in cinemas and at events

In cinemas, food advertising is still regularly shown before children's films. Most of the promoted products do not fall within the Wheel of Five guidelines. Food marketing is also often observed at recreational locations and sporting events, although these findings are based on limited samples. In addition, supermarkets and outdoor advertising continue to promote products outside the Wheel of Five without specific restrictions targeting children.

FNLI stresses the importance of responsible advertising

The FNLI continues to stress the importance of responsible advertising, particularly within digital environments. Together with the bvA, the industry association published the guide ‘Content Creators and Food Advertisers’, recommending additional checks for digital campaigns. When potential breaches of the Advertising Code are identified, the FNLI engages in discussions with the relevant members. The association also organises regular information sessions and maintains ongoing dialogue with the Ministry of Health, Welfare and Sport.

View the full ‘Monitor kindermarketing voor voedingsproducten 2024’
Fnli.nl