The marketing of foods high in sugar, salt, and fat to children is becoming an increasingly important concern for public health authorities in Europe. Nutrition and food policy specialists warn that advertising for such products influences dietary preferences from an early age and contributes to increased consumption of foods with low nutritional value. According to data published by the World Health Organization (WHO), children are frequently exposed to advertisements for products in the HFSS category (high in fat, sugar, and salt), particularly through television, online platforms, social media, and digital applications.

Constant exposure to these commercial messages affects both children’s food preferences and consumption behavior. Studies cited by the WHO show that food advertising increases demand for products with poor nutritional profiles and indirectly contributes to the rise in childhood obesity rates. In Europe, nearly one in three children aged 7 to 9 is overweight or obese, according to analyses conducted within the WHO’s Childhood Obesity Surveillance Initiative (COSI).

Currently, regulations regarding the marketing of foods directed at children vary significantly across European countries. Some states have introduced partial restrictions on the advertising of unhealthy foods in television programs aimed at children or within school environments, while others are considering stricter measures that would also cover online media and influencer-based advertising. Experts note, however, that systems based on self-regulation by the food industry have produced limited results, as marketing strategies have rapidly shifted toward digital platforms.

In this context, European institutions and public health organizations are discussing the development of stronger policies at the European Union level to limit children’s exposure to advertising for products with unfavorable nutritional profiles. The measures under consideration include the clear definition of products high in sugar, salt, and fat, extending restrictions to all communication channels, and the systematic monitoring of food marketing directed at children. The objective is to create a more balanced food environment and reduce commercial pressure on the eating habits of younger generations.

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