Protecting children from unhealthy food marketing in the WHO European Region: guidance for Member States on designing a legislative response

Healthy diets in the WHO European Region are undermined by the marketing practices promoting of energy-dense, highly processed foods and beverages. This marketing influences children’s social norms and consumption patterns, contributing to overweight, obesity, and poor health outcomes. It also undermines their right to the highest attainable standard of health. This report offers guidance for countries in the Region to design legislative measures to protect children from harmful food marketing. It outlines the scale and nature of unhealthy food marketing, its impact on children’s dietary behaviors and health, and the existing policy context. Additionally, it highlights international and regional commitments that provide a strong mandate for Member States to implement legal restrictions on unhealthy food marketing. The Special Initiative on NCDs and Innovation adopts a dual-track approach: accelerating progress towards NCD-related SDGs by 2030 (‎“Race to the finish”)‎ and driving long-term shifts for a sustainably healthier WHO European Region by 2050 (‎“Vision 2050”)‎. Restricting unhealthy food marketing aligns with both tracks, supporting reduced salt intake and creating a healthier environment for children.