Denmark’s Ministry of Economic Affairs announced on May 21 that it will introduce legislation prohibiting any marketing of foods high in sugar, salt or fat to persons under the age of 15. The proposed rules would apply across television, online platforms, social media and influencer campaigns, ensuring that children and early teens are no longer directly exposed to promotions for soft drinks, potato chips, burgers, milkshakes and similar products.
Social Democratic Minister Morten Bødskov emphasized the health rationale, stating, “We must protect our children from unhealthy advertising. We know that marketing entices young people to choose junk food, which can have lasting negative effects on their wellbeing. This ban will safeguard their health.”
Until now, Denmark’s food industry had operated under a voluntary code pledging not to target under-13s. However, regulators and child-health advocates have documented repeated violations particularly via social-media challenges and influencer tie-ins which routinely reached younger audiences. A recent campaign by a major snack brand was pulled after Danish media exposed its appeal to children.
Under the new law, any company found breaching the ban faces significant fines, and platforms that host prohibited content will also be held accountable. Industry groups have yet to comment, but the move is widely expected to prompt brands to overhaul their youth-marketing strategies across Europe.
If passed, Denmark would join a small but growing club of countries alongside the UK’s stalled proposals and Chile’s landmark restrictions taking decisive action to limit children’s exposure to persuasive junk-food advertising in order to combat rising rates of childhood obesity and poor dietary habits.
