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Advertising children is a highly sensitive issue and requires special legislative consideration. Children’s audiences are less resistant to manipulation, have poor identification of advertising messages, and tend to believe what they see on the media or on the Internet. That is why advertising children’s products is banned in most countries. Here, we will explain how this kind of advertising is regulated in Ukraine, the European Union, and the United States — and where there are most severe restrictions.
Ukraine
Advertising in Ukraine related to children or communicated to a children’s audience in 2025 will be regulated by the Law “On Advertising.” The most important obligations are prevention of manipulation, encouragement to purchase, and false advertising. The legislation prohibits the advertising of products that may be harmful to the health or well-being of a child, and does not allow direct appeal to children with an appeal to buy or request their parents to buy a product.
Particular care is given to advertising on children’s programs and on children’s platforms – advertisement during broadcast is prohibited. It is also forbidden to use the images of children in advertising dangerous or harmful commodities.
European Union
The EU places particular consideration on protecting the rights of children. The Audiovisual Media Services Directive prohibits advertisement from harming children’s physical and moral growth. Particular attention is devoted to food advertisement: many EU countries have banned or restricted advertisements promoting products with high levels of sugar, salt and fat among children.
In addition, most nations have national advertising codes (such as the ASA in the UK or the ARPP in France) permitting strict liability for infringement. Clear labelling of advertising material so that children can recognize it is also necessary.
United States
In the United States, children’s advertising is regulated by the Federal Trade Commission (FTC) and the Children’s Online Privacy Protection Act (COPPA). Particularly, these laws prohibit the collection of personal information from children under 13 years of age without their parents’ consent, which greatly limits the possibilities of digital advertising.
Also, there are specific limitations on TV: for instance, commercials can’t be longer than 10.5 minutes an hour during weekdays and 12 minutes an hour on weekends during children’s shows. “Integrated advertising” – when a character or a toy in a show promotes the same product in breaks – is also banned.
Where is the tightest regulation?
These jurisdictions have the most stringent ban on advertising to children:
- USA – by virtue of the COPPA law and prohibition on television advertising to children.
- Sweden and Norway – blanket prohibition of advertising directly at children up to and including age 12.
- Great Britain – strong self-regulatory code (CAP Code) with prohibition of sweets, toys, video games.
- France – mandatory labeling of food advertising to children and ban on promoting unhealthy foods.
- Ukraine – a relatively moderate level, which is gradually being harmonized with EU law.
Advertising children is a highly sensitive issue and requires special legislative consideration.