The Dutch Advertising Code has been amended to limit the foods that can be advertised to children between seven and 12 years of age.
The former Advertising Code for Food Products, which came into existence in 2005, bans the advertising of all food products to children under seven. The amended regulations will now also limit what products can be advertised to older children based on nutritional criteria.
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“Only if a food product meets specific nutritional criteria, advertising aimed at children aged seven to 12 years is allowed. This amendment also contains the nutritional criteria for each product category and a list of reference portion sizes,” a compliance expert with Volg Stichting Reclame Code told just-food.
“The criteria concern maximum to the calorific value, the saturated fat content and the amount of salt and sugars in these products. You can think of diet products, or fruits and vegetables. This exception does not apply to advertising directed at children under 7 years; for this group the current rules remain.”
As part of the Dutch Advertising Code, which is administered by the Federatie Nederlandse Levensmiddelen Industrie (FNLI), the new rules are binding for all advertisers.
Detailing the move, the FNLI said that the restrictions have the backing of the food sector. Philip den Ouden, director of FNLI explained the food industry is aware that it must deal with advertising to children in “a responsible way”. He said the FNLI is “delighted that this proposal comes from the industry itself”.
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