Spain Proposed Ban on Food Advertising of foods and beverages directed at children under 16, based on nutrient profiling standards.
Paseo del Prado 18-20, 28014 Madrid, Spain
Marketing and Regulation, Desirability, Norms and Preferences
National
Citizens/Consumers, Businesses, Public Sector
Future
The proposed policy aims to reduce children's exposure to advertising of unhealthy foods and beverages by restricting marketing directed at children under 16 years of age. It uses a nutrient profiling model (based on WHO standards) to determine which products may not be advertised to children. The restrictions would apply across multiple media platforms, including television, radio, social media, digital platforms, video-sharing services, websites, apps, and influencer marketing.
The proposal emerged in response to high rates of childhood overweight and obesity in Spain and growing evidence that marketing of foods high in sugar, salt and fat strongly influences children's dietary preferences and consumption. The policy aligns with recommendations from the world health organization and the European Union to protect children from harmful food marketing. It was developed by the Ministry of consumer affairs in consultation with public health experts and civil society organization, though it has faced opposition from parts of the food and advertising industries.
The policy would be overseen by the Ministry of Consumer Affairs, in coordination with audiovisual and digital media regulators. Monitoring would include oversight of advertising content across traditional and digital media, with sanctions for non-compliance once enacted.
As the legislation has not yet been enacted, full implementation has not occurred. If adopted, the policy is expected to significantly reduce children's exposure to advertising to advertising for unhealthy foods across multiple media channels. Anticipated outcomes include improved dietary normal among children and stronger protection against persuasive digital marketing. Concerns raised during consultation include enforcement challenges in digital media and potential economic impacts on advertisers.