As of 25 April 2025, a national regulation prohibits marketing of unhealthy food and drinks aimed at children under the age of 18 in Norway. The regulation marks a significant step forward in promoting a healthier food environment for children and youth.

The previous system of self-regulation through the industry-led ‘Matbransjens FagligeUtvalg’ (MFU (Norway’s food industry self-regulatory committee)) had been in place for over a decade. However, this approach lacked independent oversight, had weak sanctions, and failed to address much of the problematic marketing children were exposed to. The overall effectiveness of the scheme in protecting children from unhealthy advertising was limited.

The new regulation is based on the same core principles but strengthens several key areas. It extends protection to all children under 18, ensures official supervision, and allows for enforcement by the Directorate of Health. Marketing of unhealthy products to minors is now prohibited.

Particularly unhealthy products such as candy, soft drinks, energy drinks, and ice cream are included in the ban. For other product categories, such as breakfast cereals, yogurts, and fast food, nutrient thresholds (e.g., levels of sugar or fibre) determine whether the product can be marketed to children.

The regulation has been broadly welcomed by public health stakeholders, who have for many years called for stronger measures to protect children from marketing pressure that promotes unhealthy diets. This follows concerns that industry self-regulation was insufficient and that more robust, independent controls were needed.

Following public consultation, adjustments were made to the regulation. These include an exemption for the use of corporate trademarks in sponsorships, provided they are not used to promote specific products listed in the regulation.

At the same time, some business stakeholders have expressed concerns about the regulation’s clarity and practical implications. Criticism includes uncertainty around how to assess what constitutes marketing “directed at children,” particularly in cases where general family advertising might be interpreted as such. Questions have also been raised about the precision of certain exemptions, enforcement challenges involving foreign actors, and potential competitive disadvantages for Norwegian companies. There is also concern that the regulation could hinder innovation, for example, by including healthier reformulations of traditionally unhealthy products within the scope of the ban.

The regulation enters into force immediately, with a six-month transition period to allow industry actors to adapt. The Directorate of Health will publish detailed guidance to support implementation.

Read the full regulation on Lovdata (in Norwegian)

Sources used for reference

­ Norway bans marketing of unhealthy food and drinks to children – regjeringen.no

­ Etterlengtet forbud mot markedsføring vedtatt – Forbrukerrådet

­ Nå er det forbudt å markedsføre usunn mat og drikke mot barn og unge – Advokatfirmaet Wiersholm

­ Regjeringen forbyr markedsføring av usunn mat mot barn Baker- og Konditorbransjens landsforening