The Danish Government has announced a new legislative proposal to ban advertising of unhealthy food and drinks to children under the age of 15. The initiative follows recent controversies where major food companies used influencers to promote snacks and fast food to a young audience, raising concerns about the impact on children’s health.
Influencer campaigns spark legislative action
The proposed legislation comes in the wake of campaigns by food brands such as Orkla (owner of Kims chips) and The Burger Concept, which employed popular influencers like Morten Münster, Jas & Mika, and Alexander Husum to market products like chips and burgers. These campaigns, aimed at young audiences on social media, violated existing industry guidelines and triggered criticism from consumer rights groups.
“If you spend time on social media, it’s clear there’s a problem,” said Business Minister Morten Bødskov (S). “We need to stop those who are directly targeting children and young people with advertising for unhealthy foods.”
Stronger penalties and stricter oversight
The new bill, which is part of the broader Kræftplan V, aims to amend Denmark’s marketing laws. It would empower authorities to impose hefty fines on companies and influencers who breach the rules. According to a 2021 report to the Business Committee, current fines for violating marketing laws range from 3,000 to 500,000 DKK (approximately 400 to 67,000 EUR).
The Consumer Ombudsman (Forbrugerombudsmanden) will be tasked with determining whether a given campaign constitutes marketing aimed at children. Companies and influencers are encouraged to proactively consult the Ombudsman if uncertain.
Focus on digital platforms and food criteria
The law will focus especially on digital media, where young users are most exposed. Influencers with a significant child audience could be considered as targeting underage viewers. A clear list of unhealthy food and beverage items is being developed to guide future enforcement.
“We’re not out to ban all advertising for things like liver paté or cheese snacks,” stated Health Minister Sophie Løhde (V). “But children and teens are simply exposed to too many ads for foods high in fat, salt, and sugar.”
According to Kræftens Bekæmpelse (the Danish Cancer Society), up to 80% of the food and drink ads seen by children are for products high in fat, sugar, and salt, increasing the risk of obesity and potentially leading to at least 15 types of cancer.
The move signals a shift in Denmark’s regulatory approach to digital marketing and underscores a growing concern for child health and advertising ethics in the age of social media.
