Monitor 2025: children continue to be exposed to food advertising, with some notable shifts.
The results of the Children’s Food Marketing Monitor show that children are still exposed to food advertising through a variety of channels. The level of exposure differs by medium, with both targeted child marketing and indirect exposure via general content playing a role.
Shift from social to traditional media
Notably, there was a decrease in the number of food brands appearing on social media such as YouTube, Instagram, and TikTok. However, within these exposures, the share of deliberate advertising on Instagram and TikTok did increase. There was also an increase in more traditional channels such as television, websites, and physical locations. For example, more advertisements were observed around children’s television programs compared to 2024, and the number of food ads on children’s websites rose slightly again after years of decline. In addition, outdoor advertising remains an important source of exposure: approximately one in five advertisements in public spaces concerns food.
Characters, elite athletes, and video games make packaging attractive
Manufacturers continue to use well-known characters and visual elements on their packaging. These include not only traditional children’s icons but also collaborations with football clubs, video games, and characters from series aimed at older audiences. Some products featuring licensed characters were imported and not originally intended for the Dutch market, which appears to be a gray area in the regulations. Food brands also make their products appealing to children in other ways, such as through their own “branded characters,” candy in creative shapes, and plush toys included with chocolate.
Advertising to children in supermarkets circumvents rules
The monitor shows a clear link between advertising through media and promotions in supermarkets. Television commercials around children’s programs present savings promotions in a neutral way, while in-store it becomes clear that purchasing unhealthy products offers advantages in collecting rewards. We also observed examples in supermarkets of influencers promoting products like chips. Since supermarket promotions are permitted, children are indirectly reached in a place where they can influence purchases made by their parents.
Relatively high number of unhealthy products
As in previous years, a significant portion of the advertised products does not meet the nutritional criteria of the Dutch Advertising Code for Food Products and/or the guidelines of the “Schijf van Vijf.” This is particularly true for social media and advertising in locations such as recreational facilities, cinemas, and sporting events.
Tightening of rules and recommendations
In short, in 2025 there was still room for improvement in food marketing policies. Since February 1, 2026, the advertising code has been tightened, and additional legislation is being developed. In addition, Panteia makes the following recommendations:
- Limit food advertising via influencers, given the difficulty of determining the target audience.
- Use absolute viewer numbers rather than only percentages when determining whether advertising is aimed at children.
- Establish clear rules for point-of-sale advertising.
- Explicitly include retailers in the regulations.
- Define the use of licensed characters more strictly.
About the study
Since 2017, Panteia has monitored, on behalf of the Ministry of Health, Welfare and Sport (VWS), the extent to which children in the Netherlands are exposed to food advertising and whether this complies with the Dutch Advertising Code for Food Products (RVV). The latest edition of the monitor (2025) examines both media channels and physical environments, ranging from television and social media to supermarkets, sporting events, and outdoor advertising.
The full report can be downloaded here.
