EASA encourages particular attention to be paid with clear messaging when advertising is likely to reach children or features them.

The majority of the national advertising codes which are enforced by the self-regulatory bodies are based on the International Chamber of Commerce (ICC) Consolidated Code of Advertising and Marketing Communication Practice (2018). The ICC Code contains several provisions regarding advertising to children like article 18 'Children and young people' and article D5 'Digital marketing communications and children' created because children are often very adept at adopting new technologies, media and devices.

Most European self-regulatory organisations in EASA membership have developed additional rules aimed at protecting children, including recommendations to not advertise products to children that are deemed unsuitable, such as alcoholic beverages, gambling, or foods and drinks that are high in fat, sugar and salt.

In addition, the Framework for Responsible Food and Beverage Marketing Communications includes a specific part on responsible food marketing to children. This guidance paper has been developed by the International Chamber of Commerce and offers a detailed interpretation of the existing rules on food advertising.

Further Information

  • The Audiovisual Media Services Directive 2010/13/EU includes rules for the protection of minors that apply to all audiovisual services. In particular, article 9.2 of the Directive exhort Member States and the Commission to encourage media service providers to develop codes of conduct regarding inappropriate audiovisual commercial communications for foods and drinks that are high in fat, sugar and salt, aired around or in children’s programmes.