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ARTICLE · 14 APRIL 2026

New Advertising Code For Food Products

Global Advertising Lawyers Alliance (GALA)
Explore more from Global Advertising Lawyers Alliance (GALA)

As of 1 February 2026, stricter rules apply to advertising food products aimed at children and young people. The revised Advertising Code for Food Products (RVV 2026) has now entered into force.

United StatesMedia, Telecoms, IT, Entertainment
Ebba Hoogenraad (Hoogenraad & Haak)
Ebba Hoogenraad (Hoogenraad & Haak)
Myrna Teeuw
Myrna Teeuw
Author LinkedIn connections

As of 1 February 2026, stricter rules apply to advertising food products aimed at children and young people. The revised Advertising Code for Food Products (RVV 2026) has now entered into force. For anyone involved in marketing campaigns, packaging design, or influencer agreements in the food sector, it is essential to understand and apply these new rules.

Age limit: protection up to 16 years

The most significant change is the increase in the age limit. Under the RVV 2019, the advertising ban applied to children up to the age of 13. Under the RVV 2026, the ban now covers not only children but also young people up to the age of 16.

There are three exceptions to this ban. Advertising is permitted if:

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