The LEAP project examines whether guidelines on the marketing of foods reaching children and young people in Finland are sufficient and effective

29.5.2026 9.38

News item

The Finnish Institute for Health and Welfare (THL) and Tampere University are investigating, in the LEAP project launched this spring, how well food industry companies operating in Finland are aware of and implement the national guidelines on the marketing of foods to children and young people published in 2024.

The marketing of unhealthy foods – that is, foods high in fat, salt or sugar – reaches children and young people in many ways and across multiple channels, in Finland particularly in digital environments and especially when using smartphones. Children and young people are more susceptible to the effects of marketing than adults. Evidence shows that marketing influences children’s and young people’s eating habits, preferences and purchasing behaviour and can contribute to overweight and obesity.

At the end of 2024, guidelines on the marketing of foods to children under 18 years of age were published at the request of the Ministry of Social Affairs and Health, as part of implementing the National Child Strategy. The aim is to protect minors from the harmful effects of unhealthy food marketing.

The LEAP project conducted by THL and Tampere University examines how well food industry companies are aware of and implement the guidelines, and what factors influence their implementation. The project also explores the experiences of young people living in Finland regarding exposure to food marketing and their views on restricting such marketing. In addition, it includes an international comparison of policies to restrict the marketing of foods reaching children and young people.

Food industry companies are encouraged to share their views and experiences

The project includes a survey and interviews with a wide range of food sector actors, including companies in the food industry, grocery retail and the restaurant sector.

Companies are invited to respond to the survey or participate in interviews through direct contacts and via industry associations. The invitation will also be disseminated through the networks and digital communication channels of THL and Tampere University. Responses are especially sought from professionals responsible for marketing, packaging, product portfolios or sustainability. The online survey will open in June, and the interviews will be conducted in autumn 2026.

“Food sector actors are encouraged to participate in the survey and interviews. Participation provides an opportunity to present company- and sector-level perspectives, challenges and best practices, and thereby contribute to decision-making on food marketing,” says Ulla-Maija Sutinen, university instructor at Tampere University.

Marketing of unhealthy foods has been restricted in many European countries

Restricting the marketing of unhealthy foods can reduce exposure to advertising and unhealthy consumption, and promote the health and well-being of children and young people. The World Health Organization (WHO) and UNICEF recommend restricting such marketing, as children have the right to be protected from material harmful to their well-being.

Legislation restricting marketing has been introduced or is being prepared in several European countries. In Portugal, marketing of unhealthy foods to children under 16 has been prohibited since 2019. In Norway, a similar ban covering all communication channels for those under 18 entered into force in 2025, and in the United Kingdom at the beginning of 2026 (although television advertising is permitted after 9 p.m.). In Denmark, a similar legislative proposal has been submitted.

“The results produced by the LEAP project will support decision-making when assessing the adequacy of existing voluntary guidelines in Finland,” says Päivi Mäki, chief specialist at THL.

The LEAP project is funded by the research activities supporting the Government’s decision-making (VN Tutkiva). The project will be carried out in 2026–2027.