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Support for responsible marketing to children

Responsible marketing to children

Marketing to children influences the knowledge and preferences of children. Applied to food products, it can also indirectly affect children’s health. Therefore, reducing marketing to children for unhealthy products is part of the Dutch National Prevention Agreement. The Dutch Advertising Code sets out the rules that advertisements have to comply with. Specifically for food products and marketing to children these rules are recently sharpened. In practice, it is not always easy to implement these rules correctly.

Marketingsupport to create a healthy environment

Schuttelaar & Partners supports food companies, from retail to the large food companies, with questions about marketing to children. For example, we develop tools including a decision tree to easily determine which type of marketing is permitted for what products and target groups, using which channels. We also advice companies on how they can contribute to a healthier environment for children. We carry out monitoring activities for companies to check whether their marketing communications comply with the rules for marketing to children we offer advice in unclear or new situations, such as marketing via social media.

In this way, we contribute to a healthier environment for children and help companies with responsible marketing and making the rules on marketing to children understandable to all employees.