Cartoon Characters Could Disappear from “Unhealthy” Dutch Products Aimed at Kids

09 Dec 2016 --- Following on from the UK’s ban on advertising for food and drinks high in fat, salt or sugar aimed at children, the Dutch Food Industry Federation (FNLI) is planning to prevent cartoon characters being used on packaging of perceived unhealthy products that target young kids. 

This includes the likes of Dora the Explorer and Miffy the bunny (originally known as Nijntje in Dutch). In principle, FNLI has decided to restrict the use of “licensed media characters” on packaging and point-of-sale material as part of a drive to further restrict food advertising aimed at children. 

“FNLI continues to emphasize that obesity is a problem…A complex problem that can only be overcome through the use of measures and interventions on a broad front, aimed at increasing knowledge about nutrition, a healthy diet and more exercise,” says the umbrella organization and advocate for businesses and industries in the Netherlands.

“The Ministry of Health in the Netherlands policy supports this approach fully. The industry therefore remains resolutely committed to programs like JOGG, food education, healthy sports and school canteens, etc. but also for the promotion of literacy in order to identify good commercial manifestations.”

FNLI adds that since the proposal is for physical packaging on products and not utterances on radio, television, print or social media, the rules also affect products with Dutch text on packaging produced in other EU countries. 

It hopes that the phasing-out would come into force next year after several tests to make sure the plan would not lead to unfair competition in the market.

“This requires an assessment of the internal market principles of the EU, such as that legislation would be required. This review will be carried out as soon as possible.”

Yesterday FoodIngredientsFirst reported how HFSS advertisements aimed at children which run online, in print, on billboards and in cinemas are to be banned in the UK, under new rules to help combat rising childhood obesity, particularly in light of children spending more time online.