Norway has banned the marketing of unhealthy foods and drinks to children to reduce overweight and obesity and to protect them from cardiovascular diseases, diabetes, cancer and other noncommunicable diseases. Norway is among the first countries in the WHO European Region to implement the WHO recommendation to reduce children’s exposure to the marketing of unhealthy foods and drinks.
The new law is not only a national achievement, but it also builds on international momentum to create healthier environments for children.
Breaking the vicious circle
Overweight and obesity cause more than 1.2 million deaths each year across the WHO European Region and are tightly linked to cardiovascular diseases, diabetes and several types of cancer.
According to the latest WHO European Childhood Obesity Surveillance Initiative data, more than 20% of school-aged children in Norway are living with overweight or obesity. A 2021 study conducted by the Oslo Metropolitan University found that 8 out of 10 food and drink advertisements aimed at children in Norway promoted unhealthy nutrition.
“Across the WHO European Region, 1 in 4 children aged 7–9 years is living with overweight or obesity, while in Norway more than 1 in 5 children are affected. This is not a matter of individual choice alone: children are growing up in environments shaped by pervasive and powerful marketing of unhealthy foods. Norway’s new law is a bold, evidence-based step to change that reality. It shows that governments can act decisively to protect children’s health, and I hope Norway’s example will encourage other countries across the Region to take similar action,” said Dr Hans Henri P. Kluge, WHO Regional Director for Europe.
Efforts to reduce the pressure from unhealthy food marketing directed at children have been a key public health priority for 2 decades. “In 2006, WHO and the Norwegian Directorate of Health met in Oslo to discuss this very issue and to implement policies to reduce marketing pressure on children. Norway has remained committed to that agenda,” said Cathrine Lofthus, Director General of the Norwegian Directorate of Health.
“Since then, it has become increasingly evident that marketing of unhealthy foods is a key driver of unhealthy dietary habits among children, especially with the rise of social media,” Lofthus added. “Today, more than ever, our Region needs strong political momentum to create healthier environments for younger generations.”
How do the regulations work?
Since October 2025, when they came into force, the regulations prohibit the marketing of specific categories of unhealthy foods and beverages aimed at children under 18 years of age. They apply to both traditional and digital advertising, covering sponsorship, influencer marketing, product placement and indirect branding practices.
Norway’s legislation is based on a detailed nutrient profile model aligned with WHO guidance. It defines 10 food categories. Categories 1–5 include chocolate and sugar confectionery, cakes and pastries, snacks, edible ices and soft drinks. All products in these categories are prohibited from being marketed to children. Categories 6–10 include juices, milk drinks, breakfast cereals, yoghurt products and fast food. These are subject to nutrient thresholds and marketing is prohibited if products exceed defined limits for added sugars, saturated fat, salt or energy content.
Restricting marketing is recognized as a WHO/Europe best buy policy that can effectively prevent noncommunicable diseases. By limiting children’s exposure to persuasive and confusing advertising of products high in sugar, salt and saturated fats, governments can help to shape healthier dietary norms early in life.
Building public support
The Norwegian initiative has been closely monitored by industry stakeholders over the years. Their reactions ranged from constructive feedback to criticism and resistance.
At one point, Norway returned to strengthened self-regulation measures, but later assessments demonstrated the ineffectiveness of these measures. The new law builds on these self-regulation measures but goes further. It protects more children, strengthens enforcement mechanisms and introduces real consequences for violations.
Broad political alignment and the efforts of civil society organizations played a decisive role in passing the regulations. Norwegian consumer authorities, cancer societies and youth organizations helped to generate broad public support for the marketing ban.
A 2025 market research survey showed that 3 out of 4 Norwegians support the marketing ban. Eighty-seven per cent of respondents said that children and adolescents are influenced by advertisements for unhealthy products. Only 40% of respondents said that it is easy for them to say no when their children repeatedly ask for unhealthy products.
Creating momentum
Norway underlines the importance of international networks and WHO guidance in shaping and sustaining policy momentum.
“Countries need positive examples. Each new regulation reduces political risk for other countries of the WHO European Region and beyond, and strengthens the idea that protecting children’s health is both feasible and has broad support from the people. This is about building a healthier future and ensuring that children grow up in environments where the healthy choice is the easy choice,” said Jan Christian Vestre, Minister of Health and Care Services of Norway.