While in Germany a ban on advertising unhealthy foods to children has stalled politically, Denmark is now taking a clear stand: in the future, children under the age of 15 should no longer be exposed to advertisements for soft drinks, chips, or fast food. The Danish government is planning a comprehensive ban to protect the health of the youngest generation. “We must protect our children from unhealthy advertising,” declared Minister for Economic Affairs Morten Bødskov. The Social Democratic politician emphasized, “We know that advertising entices children to buy unhealthy foods, and that this can have negative consequences for their health. With a ban, we are ensuring better protection for our children.”
At the center of criticism is the influence of social media platforms. Time and again, companies have drawn attention with campaigns in which young influencers specifically promoted products such as milkshakes, sweets, or salty snacks, having a strong impact on a young audience.
Self-regulation by the industry has failed
Until now, Denmark relied on voluntary self-regulation. The industry had pledged not to target children under 13 with junk food advertising. However, according to Bødskov, this promise was frequently circumvented—for example, through the use of influencers with a large following among young users. One particular social media competition run by a chip manufacturer caused outrage. The campaign has since been discontinued, a spokesperson confirmed to Danmarks Radio.
Putting a stop to marketing
“In order for us to teach children healthier eating habits and thus prevent obesity and related diseases,” Health Minister Sophie Løhde demanded, “the influence of such advertising must be specifically curbed.” The goal is to put a stop to manufacturers’ marketing.
The government points to data from the World Health Organization (WHO), which shows that advertising significantly influences children’s consumption habits and preferences. In Denmark, as in many other affluent societies, obesity rates have been rising for years. Experts predict that by 2045, two out of three adults in the country could be overweight. With the planned ban, the Danish government now wants to take decisive action against this trend—and is also sending a clear message to other European countries.
