Food and drinks manufacturers operating in the Netherlands have agreed to “stricter rules” on marketing products to children.
Local advertising body Stichting Reclame Code (SRC) said the changes “further strengthen self-regulation” and will take effect on 1 February. Companies have a year to adjust advertising and contracts.
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The Reclamecode voor Voedingsmiddelen, or Advertising Code for Food Products, has been in place since 2005. According to Dutch food-industry association FNLI, any company that markets food and drinks in the Netherlands must comply with the code.
The changes to the code mean advertising of products aimed at children up to the age of 13 will now be prohibited. For children aged 13 to 16, products must meet “strict nutritional criteria”, FNLI said.
SRC and FNLI said in practice the criteria will “mean that advertising for less healthy products, such as cookies, candy, ice cream, sugary desserts, pizza, and sugar-sweetened soft drinks, is no longer permitted for this age group”.
FNLI director Cees-Jan Adema added: “Advertising less healthy products requires extra care when it concerns children and young people.
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By GlobalData“We are proud that, with this tightening of regulations, we, as the food industry, are taking the lead and demonstrating our responsibility. In this way, the Netherlands is leading the way in the European Union.”
Just Food has approached FNLI for further comment.
