Campaign
Stop selling sugar to children online
Influencers, targeted ads, video platforms: EU law still lets brands promote sugary products to minors. Three EU laws are open right now. We want binding rules in all three.
Our campaign
For twenty years, the EU has left food marketing to children to voluntary industry pledges. The World Health Organization now says those pledges have not worked and calls for binding rules for every child under 18. Between September and December 2026, three EU laws that shape what children see online are on the table at once. This is the window to act.
Our fights
Digital Fairness Act: close the influencer loophole
Proposed on 11 November 2026, this regulation admits that influencers can steer minors towards foods unsuitable for their age, then leaves sugary products out of its bans. We propose one amendment to Article 11.
NowCommission proposal, next in the European Parliament and the Council
Audiovisual media rules: from voluntary codes to binding limits
The Audiovisual Media Services Directive covers TV, streaming and video-sharing platforms. For foods high in fat, salt and sugars, it only encourages codes of conduct (Article 9(4)). The Commission must evaluate the directive by 19 December 2026. We want binding limits to replace self-regulation.
NextCommission evaluation due 19 December 2026
EU KIDS Act: protect children’s health online, not only their screen time
Proposed on 17 September 2026, the KIDS Act sets safety-by-design duties for social media, video platforms, games and app stores used by minors. We want those duties to cover the marketing of foods high in sugar, fat or salt.
NowIn the European Parliament, with the Public Health Committee giving an opinion
What we ask
- One clear definition. Identify products high in sugar, fat or salt with the WHO Europe Nutrient Profile Model, until the EU adopts its own criteria.
- Every child under 18. No marketing of these products aimed at minors online, including through influencers.
- Binding rules. Replace voluntary pledges with obligations that authorities can enforce.
Act with us
Our analyses
Timeline
- Nov 2018Revised audiovisual media rules keep voluntary codes for unhealthy food marketing
- Jul 2023WHO calls for mandatory rules protecting all children under 18
- 17 Sep 2026Commission proposes the EU KIDS Act
- 11 Nov 2026Commission proposes the Digital Fairness Act
- 19 Dec 2026Evaluation of the audiovisual media rules due
- 2027Parliament and Council negotiate the three texts
Sources
- European Commission, Proposal for a Digital Fairness Act, COM(2026) 1100, 11 November 2026, including its explanatory memorandum.
- European Commission, Proposal for an EU KIDS Act, COM(2026) 681, 17 September 2026.
- Directive 2010/13/EU (Audiovisual Media Services Directive), Article 9(4), as amended by Directive (EU) 2018/1808, and Article 33 on its evaluation.
- foodwatch, Protect children from junk food ads, campaign launched 23 October 2026 (history of EU reliance on voluntary commitments since 2005).
- WHO, Policies to protect children from the harmful impact of food marketing, 3 July 2023.
- WHO/Europe, Childhood Obesity Surveillance Initiative, fifth round, November 2022.
SugarWatch Europe
An independent observatory of sugar policy in the EU. Non-profit association under French law.
Navigation
© 2026 SugarWatch Europe. All rights reserved.