Food marketing targeting children continues

Children in the Netherlands continue to be exposed to food advertising. This occurs across a wide range of channels, from television and social media to supermarkets and packaging. The latest 2025 monitor shows that this exposure remains broadly present. The intensity varies by channel, but the overall picture holds steady. At the same time, the use of marketing tools is shifting, while pressure on regulation is increasing. This keeps child-focused marketing a relevant topic for the food industry.

Shift between channels

The level of advertising varies by medium and location. On social media, the number of visible food brands has declined. At the same time, the share of paid partnerships within those channels has increased.

In contrast, there is a slight rise in more traditional channels. Television, websites, and physical locations show an increase in the number of advertising expressions. Outdoor advertising remained roughly the same compared to the previous year. Around children’s television programming, a total of 3,136 advertisements were recorded. The majority came from supermarkets, often without specific products being shown.

Products often outside guidelines

The composition of the offering remains an important point of attention. A significant share of the products shown falls outside the Schijf van Vijf. This applies across multiple channels and situations.

On YouTube, a food brand appeared in 29 percent of the videos. A large portion of these does not meet the nutritional criteria. On Instagram and TikTok as well, the share of products outside the guidelines remains high.

A similar pattern is visible in location-based advertising and packaging. Only a limited share of products meets the criteria. In addition, there is frequent promotion of foodservice offerings, where no clear assessment can be made.

Rules and practice remain challenging

The Code for Advertising of Food Products provides the framework for assessment. In practice, however, it remains difficult to evaluate all expressions consistently. This is particularly evident in online channels and influencer marketing.

According to the monitor, food brands regularly test the boundaries of the rules. This includes point-of-sale advertising and the use of characters. At the same time, transparency around advertising has improved, but is not yet optimal.

Rijksoverheid.nl