Dutch food industry tightens child‑focused marketing rules

The Federation of the Dutch Food Industry (FNLI) has introduced a significantly tightened Advertising Code for Food Products, marking the sector’s latest step in supporting healthier lifestyles and helping to reduce childhood obesity across the Netherlands.

The updated code, presented to the State Secretary for Youth, Prevention and Sport, strengthens existing self‑regulation and places new limits on how food and drink companies may market to children and young people.

The revised rules, which come into force on 1 February 2026, represent the most substantial tightening of the code since its introduction in 2005. The FNLI previously strengthened the code in 2019 by banning the use of well‑known animated characters in food advertising. The new version goes considerably further, reflecting growing societal and political pressure to reduce children’s exposure to unhealthy food marketing.

Key changes: stricter protections for under‑16s

Under the updated code, all advertising for food products aimed at children under 13 is now prohibited. This includes both online and offline channels, covering everything from social media and digital content to outdoor advertising and in‑store promotions.

For young people aged 13 to 16, advertising is only permitted for products that meet strict nutritional criteria. This means that foods high in sugar, salt or saturated fat – such as confectionery, sugary drinks, sweetened dairy desserts, pizzas and many baked goods – can no longer be marketed to this age group.

The code also introduces additional protections around schools and childcare locations, ensuring that children are not exposed to food marketing in their immediate environments. There is also increased attention on online marketing, an area where children and teenagers are particularly active and where exposure to unhealthy food advertising has been harder to regulate.

Industry takes collective responsibility

By tightening the code, the Dutch food and drink sector is taking collective responsibility for contributing to a healthier food environment. The FNLI emphasised that the strengthened rules reflect the industry’s commitment to supporting public health goals and reducing the risk factors associated with childhood obesity.

The updated code was formally presented to the government as a demonstration of the sector’s willingness to go beyond statutory requirements and lead on responsible marketing practices.

A step toward a healthier generation

The FNLI said the new rules are designed to reduce the influence of food marketing on children’s dietary choices, helping families make healthier decisions and reducing pressure on young people to consume high‑calorie, low‑nutrient products.

By setting clear boundaries for marketing to children and teenagers, the industry aims to create a more supportive environment for healthy eating – one that aligns with national prevention strategies and growing consumer expectations around responsible advertising.