Advertising rules infant food and better respected

Advertising rules infant food and better respected

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Sixth annual monitoring of compliance with the advertising rules for food products aimed at children, is an improvement in the compliance notice.

The Advertising Code has been commissioned by the Federation of the Dutch Food examined the extent to which companies comply with the advertising code. For the sample, the expressions considered are made in the period of June and July.

In comparison with 2016, there are less companies that the code violated. As regards ads, there are three companies at one station is found with advertisements aimed at children in the age seven to twelve years, and who do not meet the nutritional criteria.

Of the 103 surveyed bedriijfs and merkwebsites contain a total of three sites complaints that the code violated. That is also true for three of the 23 kinderwebsites. On social media, there are two cases of violation found.


Also this year, there is a sample kept under a number of popular vlogs of 19 different content creators. Here were no violations found. Also in apps that are popular with children was the code not been violated.

The FNLI has the eleven companies that are in the monitoring do not meet the conditions proved to meet here now, be noted.


Last year, in may and June, the 26 companies, the error in. In 2015 there were thirteen. In the advertising code states that no advertising may be made for foods aimed at children under 7 years of age. It is also prohibited to advertising for food products focus on children up to 13 years of age, unless it met specific criteria.

The independent department of the Advertising Code this year will be the last time the monitoring of the compliance of the advertising code for foods targeted to children. From next year this will be done by the government, that the monitoring itself is performed or by a third party, that the Room will report.

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