As childhood obesity rates continue to escalate in Europe, multiple countries are tightening their regulations concerning advertisements for unhealthy food products targeting children.

This surge in regulatory action is prompting calls for the European Commission to implement more stringent, binding legislation, moving away from the current reliance on industry self-regulation.

The prevalence of marketing for sugary snacks, processed foods, and high-calorie drinks directed at minors has raised concerns among health officials.

Recent statistics reveal alarming obesity trends across the continent, with nearly one in three children (29% of boys and 27% of girls) classified as overweight or obese in the European region.

Norway has taken a decisive step in this direction, announcing in April a comprehensive ban on advertisements aimed at children under the age of 18. This regulation encompasses not only direct advertising to minors but also commercials intended to influence adult purchasing decisions of unhealthy products.

This initiative follows a 2021 study indicating that approximately 20% of primary school children in Norway were classified as overweight or obese.

With this legislation, Norway is poised to implement the strictest advertising laws for children in Europe.

Other countries are trailing closely behind in efforts to mitigate the impact of unhealthy food advertisements.

Bulgaria is currently considering prohibiting advertisements for energy drinks aimed at minors, while Denmark has declared intentions to revise its Marketing Act, focusing on reducing advertisements for unhealthy foods and beverages targeted towards children.

Reports from Denmark's health ministry indicate that there have been repeated violations by companies of established industry codes intended to limit unhealthy food marketing towards children.

In the European Union, the primary framework governing the advertisement of unhealthy foods to children is the “EU Pledge,” a voluntary initiative established in 2007 by the World Federation of Advertisers.

Under this scheme, participating food companies commit to responsible marketing practices directed at children, although they set their own standards and assess compliance internally.

Critics have argued that the EU Pledge is insufficient to protect children from the pervasive marketing of unhealthy foods.

Research has shown that even brief exposure to branded food advertisements can lead to tangible increases in the amount of food children consume.

A recent study from the UK highlighted that just five minutes of exposure to such marketing led children to consume an additional 58 calories in snacks and 73 calories at lunchtime.

Advocates for stronger regulations, such as Emma Calvert from the European Consumer Organisation, emphasize the need for the European Commission to move beyond voluntary industry pledges.

Calvert characterized the current system as ineffective, stating that it allows food companies to determine what qualifies as acceptable advertising targeted at children, which has proven inadequate given the rising obesity rates.

Despite ongoing discussions, the European Commission has yet to propose binding legislative measures.

While officials referenced the Audiovisual Media Services Directive, which recommends limits on harmful advertising to children, this directive relies on co-regulation and self-regulatory codes rather than imposing mandatory restrictions.

The findings and recommendations stemming from the EU Action Plan on Childhood Obesity, anticipated later this year, may inform future actions to address the issue of childhood obesity across Europe.

However, the introduction of a comprehensive ban on food advertising directed at minors seems unlikely to be part of these recommendations.

As various governments aim to contend with the growing public health crisis associated with childhood obesity, the focus on reforming advertising practices remains a critical element of the conversation.