There are still products aimed at young children with well-known children's idols such as Paw Patrol, Frozen, Minions and Peppa Pig for sale. This is even though the Advertising Code Commission has tightened the directives and is not allowed to do so at all!

The transitional period for removing children's idols from the packaging expired on 1 July 2020. Manufacturers have had a year and a half to customize their products — plenty of time, right?! In our view, an extremely friendly gesture from the Advertising Code Commission towards food makers and sellers. But even 1.5 years has apparently not been long enough for some producers to change their packaging. Or are supermarkets just whistling out the old stock 'for a while? '

We are more than tired of child marketing and want this to stop. If you read this newsletter, our complaint has been submitted to the Advertising Code Commission — about seven products from supermarkets and webshops. We will wait and see how the committee judges and, of course, keep you informed.

Absurd exceptions
By the way, we believe that the rules on child marketing should be much more stringent. According to the Advertising Code Commission, licensed media characters are prohibited for children up to 6 years of age. Think of Paw Patrol, Dora, Frozen, Minions, Peppa Pig, etc. Branded characters, also known as brand mascots, are still allowed... Like Coco the monkey at Kellogg's Chocopops. Or the brave prince on packages of LU Prince cakes. They are still allowed to beckon at the very youngest and at children aged 7 to 12.

Foodwatch complains against child marketing