In a new bill, the Danish government wants to put an end to the advertising of soft drinks, chips and fast food to children under 15. This comes after two companies were criticized for using so-called “influencers” to market junk food to minors.

Last year, food companies Orkla and Danish burger chain The Burger Concept used “influencers” to promote chips and burgers.

For example, the chip brand Kims, owned by Orkla, promoted its chips through the “Kims Chips Battle”, which involved launching and promoting new chip flavors. Those paid to do the advertising were Morten Münster, Jas & Mika and Alexander Husum, who are all active on YouTube. What these “influencers” have in common is that they have a large number of younger followers,

The Danish Food Advertising Association found the ad to be inappropriate and in breach of industry guidelines on marketing as it was aimed at children.

“Must be stopped”

The Danish government now wants to ban junk food advertising aimed at children, reports Danish state broadcaster DR. The main focus of the legislation is on social media and digital platforms, as this is where children are most exposed.

– If you look at social media, you can see that there is a problem. Especially among influencers, a lot of time and energy has been spent on advertising to children and young people, and this must be stopped, says Morten Bødskov, the Danish Social Democrats’ minister for trade and industry.

Advertising junk food in public spaces will still be allowed, as long as it does not target children or use children in the advertising. Bødskov urges people to contact the Consumer Ombudsman if they are unsure, as fines can be high.

– We already have rules in the Marketing Act, and the fines are quite high. That will also apply here, says Bødskov.

According to the Danish Cancer Society, almost 80% of all food and drink advertisements that children and young people are exposed to are for products with a high content of fat, sugar and salt.