Dutch government moves to restrict junk food ads targeting children
The Dutch government is pushing to restrict marketing of unhealthy snacks and drinks to children by tightening regulations on TV advertisements and product packaging. However, while new rules would ban cartoon characters on candy packaging and daytime commercials for cookies, online marketing remains unaffected—a loophole that experts warn could undermine the initiative.
State Secretary Vincent Karremans (VVD) for Youth, Prevention, and Sport is leading the effort, but his plan relies on self-regulation for digital advertising. He has met with influencers to discuss their role in shaping young viewers' health choices but has not proposed stricter rules for their content.
Under current Dutch law, only influencers with more than 500,000 followers are subject to media regulations, meaning the vast majority of content creators remain exempt from marketing restrictions. Experts warn that without digital regulations, the government risks falling behind on addressing the issue.
“I fear the cabinet will quickly be playing catch-up without tackling digital marketing,” said Frans Folkvord of Tilburg University, who specializes in research on unhealthy food advertising aimed at children.
Folkvord, who is also affiliated with the World Health Organization, highlighted the growing sophistication of digital marketing. “In my 2016 dissertation, I studied ‘advergames,’ online games created by the food industry filled with images of candy and fast food. That was already concerning, but today’s marketing strategies are far more advanced.”
On platforms like TikTok and YouTube, food manufacturers subtly promote unhealthy and addictive products. Often, a logo or product briefly appears in the background, or an influencer—frequently paid—casually showcases an item, making it highly desirable for young followers.
“Influencers can make chocolate and sugary drinks popular even without branding,” Folkvord said. “Teens then order these products online. The idea that parents can fully shield their children from this is an illusion. This type of marketing is pervasive and highly deceptive. Only strict legislation can curb its impact.”
While digital advertising remains untouched, Karremans’ proposed restrictions on TV and packaging would mark a departure from a decade of self-regulation by the food industry. The plan builds on previous proposals from the last Rutte administration, which already called for tighter controls on marketing aimed at children.
The new rules would prohibit the use of children’s idols, games, or child-focused imagery to promote unhealthy food to anyone under 18. The Ministry of Health considers any product outside the national dietary guidelines (Schijf van Vijf) to be unhealthy.
The extent of Karremans’ enforcement measures will become clearer when he presents his formal proposal this summer. Industry groups have previously questioned whether such restrictions can be effectively enforced, particularly when it comes to penalties.
For example, would mascots like the McDonald's clown or M&M’s peanut characters also be banned if they are considered brand icons rather than child-targeted figures? How will authorities determine whether a product is explicitly marketed toward children?
Karremans believes there are enough legal grounds to strengthen both the Warenwet (Food and Consumer Products Act) and the Mediawet (Media Act) to protect children from obesity and related health risks.
FoodWatch, an advocacy group monitoring marketing tactics around high-fat, high-sugar, and high-salt foods, has long argued that voluntary industry guidelines are ineffective. “Manufacturers blatantly disregard the rules,” FoodWatch stated, citing years of lax enforcement under self-regulation policies.
The Healthy Generation (De Gezonde Generatie), a coalition of health organizations, is calling for a total ban on all advertising of unhealthy food and drinks that reach minors—including digital platforms.
