Restrictions on the Advertising of Foods and Beverages High in Energy, Salt, Sugar, and Fat to Children Under 16 (Law No. 30/2019)
Lisbon, Portugal
Marketing and Regulation
National
Citizens/Consumers, Businesses, Public Sector
Ongoing
The policy aims to reduce children’s exposure to marketing of foods and beverages high in energy, saturated fat, sugar, and salt (HFSS products), as they promote unhealthy eating behaviours and contribute to childhood obesity. Research showed that food marketing strongly influences children’s food preferences and consumption habits. Therefore, it restricts advertising across television, radio, cinema, digital media, and within a perimeter of 100 meters of places such as schools, playgrounds, and public parks. The law also limits promotional tactics such as cartoon characters, discounts, and gifts targeting children. It uses nutrient profiling to determine which products fall under the restriction criteria.
The policy was introduced as part of Portugal’s National Programme for the Promotion of Healthy Eating (PNPAS) and was the first country within the European Union to enact a regulation for the digital marketing of unhealthy foods to children, in response to rising childhood obesity and poor diet quality. The Ministry of Health collaborated with the Directorate-General of Health, the Advertising Self-Regulation Entity, and the Ministry of Education to design the framework. Enforced by the Consumer Directorate-General, a division of the Portuguese Ministry of Economy and Digital Transition, Law No. 30/2019 came into effect on 23rd April 2019. The restrictions align with World Health Organization (WHO) recommendations to reduce the impact of food marketing on children’s diets and promote long-term health improvements.
The Directorate-General of Health (DGS) is responsible for monitoring compliance, supported by the Regulatory Authority for the Media (ERC). Enforcement includes monitoring advertisements, responding to public complaints, and applying sanctions for violations. Ongoing assessments review advertising trends and compliance among broadcasters and online platforms.
Since its adoption in 2019, the policy has led to a measurable reduction in child-directed marketing of HFSS foods on television and around schools. Public awareness campaigns complemented the legal restrictions. Industry adaptation has been mixed — while some companies reformulated products to meet nutrient profile thresholds, others have shifted to digital and social media platforms, posing new monitoring challenges. Continued evaluation is in place to ensure the effectiveness of the restrictions and adaptation to emerging advertising media.