Crisps, chocolate and ice cream: no more TV advertising of unhealthy food aimed at children

As from 1 June 2023, the food sector will no longer carry television advertising targeting children under 13. On their own initiative, industry associations are tightening the rules on marketing to children “independently of any legislative obligation”.

The Supreme Health Council recommended to stop broadcasting television commercials of unhealthy food aimed at children between 6 AM and 11 PM. Such a measure is intended to help reduce childhood obesity.

The food sector decided not to wait for new regulations. Sector federation Fevia, together with Comeos (the sector federation of retailers) and UBA (the Union of Belgian Advertisers), announced their initiative to tackle the topic.

“We are going to proactively impose more severe rules,” explains Bart Buysse, CEO of Fevia. “We are going to raise the age limit under which we want to protect young people from certain advertising from 12 to 13. But, and this is also very important, it will apply to all food companies. In addition, the industry will also apply stricter rules to determine which products food companies can still advertise.

Any television programme where children make up at least 30% of the target audience will fall under the stricter rules. Ice cream, crisps and soft drinks, not coincidentally the food products which the High Health Council has in its sights, will be the sectors most affected.