Food Marketing Continues to Reach Children: Partially Targeted, Partially Through General Channels
The 2023 Children’s Marketing Monitor for Food Products paints a similar picture to previous years: large groups of children still encounter food marketing across all the channels examined. Some of this marketing is specifically aimed at children, while other forms reach children in broader contexts, such as campaigns targeting entire families.
In 2023, Panteia conducted its sixth assessment of the extent to which children in The Netherlands aged 0 to 13 are exposed to food advertising and whether the identified advertisements appear to comply with the Advertising Code for Food Products (RvV). The RvV stipulates that food producers—save for certain exceptions—are not allowed to target advertising at children under 13. Additionally, the study examined whether the advertised food products align with the Wheel of Five nutritional guidelines. The monitor covered both media (TV, websites, social media, and YouTube) and physical environments (e.g., packaging, sports clubs, educational institutions, childcare facilities, supermarkets, cinemas, recreational venues, and sports events).
Compliance with the RvV: More Often Breached Than Followed
The report highlights that across all examined media forms and facets of the physical environment, children are exposed to varying degrees of food advertising. A small proportion of these advertisements appears to comply with the rules and exceptions outlined in the RvV, while a larger share does not. Moreover, most advertised food products fall outside the Wheel of Five guidelines.
Trends observed in previous years have continued into 2023. There has been a decrease in child-targeted advertising via traditional children’s television, YouTube video ads, and cinema promotions. Conversely, there is an increase in influencer marketing, advertisements at recreational locations, child-focused supermarket campaigns, and sports event sponsorships by food brands.
Key Issues and Upcoming Legislation
The monitor findings highlight several areas of concern. A broadcast is classified as "child-targeted" if 25% or more of viewers are under 13. However, in practice, content such as animated films or episodes of the Sinterklaasjournaal (which are inherently child-focused) often fail to meet this threshold. Similarly, family programmes aired during prime time, which attract tens of thousands of child viewers, also fall outside this classification.
One reason children often make up a small proportion of TV audiences is their preference for watching influencers on social media platforms. This represents a significant challenge, as these vloggers, Instagrammers, and TikTok creators frequently feature unhealthy food and alcohol. Some of this content is sponsored, while other instances are not. Furthermore, it is not always clear whether a particular post constitutes paid promotion.
Longstanding issues include the fact that exceptions within the RvV are less stringent than the Wheel of Five guidelines and that the RvV leaves room for child-focused marketing in some areas, such as packaging designs featuring unique characters or creative shapes for sweets and biscuits, such as animals.
Partly based on the annual findings of the monitor, the Secretary of State for Health, Welfare and Sport has announced legislation to restrict food marketing targeting children. This includes a ban on advertising directed at minors (under 18) for products not included in the Wheel of Five.
The full report (in Dutch) can be read here.
