The LOIKKA project (2026–2027) investigates ways to restrict the marketing of unhealthy foods that reach children and young people. The project focuses on the awareness and implementation of the national guidelines published in 2024 "Marketing of Food to Children – Guidelines for Protecting Children from the Harmful Effects of Marketing," among Finnish food sector, as well as young people's own experiences of marketing exposure. The project produces up-to-date information on the adequacy of voluntary guidelines in relation to international best practices and binding legislation.
The project is carried out as a collaboration between the Finnish Institute for Health and Welfare (THL) and Tampere University (TAU). It includes a survey and interview study for food industry stakeholders as well as an international comparison. The aim is to provide information to support decision-making. The information is needed to assess the adequacy of marketing restriction measures already implemented in Finland and to compare the feasibility and effectiveness of other potential restrictive measures.
Goals
The main objective of the project is to investigate the awareness and implementation of guidelines for marketing unhealthy foods reaching children and youth in Finland, as well as marketing restriction measures and the factors influencing their implementation both nationally and internationally. The project utilizes both primary data collected from key target groups and secondary data based on international research literature and results from other projects. In accordance with the United Nations Convention on the Rights of the Child, children and youth are defined as everyone under the age of 18. Marketing is defined by the WHO as any form of commercial communication or activity that advertises or otherwise promotes the sale of a product, service, or related brand, and which has the aim or effect of increasing the awareness, appeal, and/or consumption of the product or service.
Implementation
Conducted as a collaboration between the Finnish Institute for Health and Welfare (THL) and Tampere University (TAU), the project involves a survey and interview study for food industry operators and an international comparison. The aim is to generate information to support decision-making. Information is required to evaluate the sufficiency of the marketing restriction measures already implemented in Finland and to compare the feasibility and impact of other restriction measures.
The LOIKKA project create a situational overview of the awareness and implementation of guidelines and the adequacy of implemented measures in relation to international best practices, and to propose further actions to improve the situation in Finland.
Partners
Tampere University
Contact details
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