NL: Rules for cartoon characters expanded to packaging

05 June 2018

Cartoon characters like Stuart, Kevin and Bob (also known as the Minions) on the packaging of less healthy products are a thing of the past. The FNLI and its members have agreed with the advertisers to expand the rules for figures that are popular with children to shelf materials and packaging.
The agreement about commercial materials on the shelf (also called “Point of Sale” materials) is part of the ambition of the industry to limit the marketing to children of products that do not fit very well in a healthy eating pattern. On 30 April, VWS published the final agreements together with the monitoring of the compliance with the current advertising rules (News Item ZLTO, 30 April 2018).
Click here for the news item (in Dutch).
Click here for the letter with the annexes that VWS sent to the Dutch House (in Dutch).
Click here for more information about a study on children’s marketing published by the Stop Unhealthy Food Marketing to Kids Coalition, published on 15 May 2018 (in Dutch).

This news item is also included in our monthly overview, the NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411.