‘We are committed to ensuring that children and young people enjoy good health and that it is easy to make healthy choices in everyday life. This regulation contributes to that goal and demonstrates that the government takes public health seriously. I am proud of that,’ says Minister of Health and Care Services, Jan Christian Vestre.

According to a survey carried out by Norstat, commissioned by, among others, the Norwegian Cancer Society, three out of four Norwegians support a ban on marketing unhealthy food and drink to children. One in five children in Norway is overweight or obese, and this is closely linked to social health inequalities. Diet is one of the most significant risk factors for disease and premature death.

‘We know that marketing influences children's eating habits. We want a society that offers everyone equal opportunities and good conditions for a healthy diet. Therefore, our ambition is that all children should be protected from the marketing of unhealthy food and drink,’ says Vestre.

To ensure that it remains both possible and desirable for businesses to sponsor sport, culture, and charitable organisations, the regulations contain broad exemptions for sponsorship.

‘One of the strengths of Norwegian society is that private companies contribute to sport, culture, and charitable activities through sponsorship. We want this to continue, and I am confident that suitable solutions can be found within these regulations while also protecting the interests of children and young people,’ says Vestre.

Time to adjust

The regulations were adopted on 25 April this year and came into force on 25 October 2025.

There has been a six-month transition period so that those affected by the regulations can adapt to the new rules. Fines for violations will apply from January 2027.

The Norwegian Directorate of Health published a circular with guidance regarding the regulations on 1 July 2025 and also held a public consultation until 1 October. The circular has now been revised (helsedirektoratet.no, in Norwegian) so that it serves as a helpful tool for those with questions about how to interpret the regulations.

What the regulation covers

The regulations are based on the industry’s previous self-regulatory scheme, the Food Industry Professional Committee (MFU), with several additions. Among other things, the age limit is now set at 18 years, active supervision will be conducted, and breaches of the regulations will be enforced by the Directorate of Health. The regulations will therefore protect children from the marketing of unhealthy food and drink to a greater extent than before.

The regulations do not govern the sale of food and drink, or what children are permitted to eat and drink, but rather the marketing of unhealthy products specifically targeted at children.

The regulations also include a product list specifying the categories covered by the marketing ban. The unhealthiest products, such as sweets, soft drinks, ice cream and energy drinks, may not be marketed especially towards children. For other products, such as breakfast cereals, yoghurt, and fast food, threshold values for various nutrients are used to include the unhealthiest products. For example, the content of sugar and dietary fibre in breakfast cereals determines whether the product may be marketed especially towards children.

The definition of unhealthy food and drink is based on industry definitions and updated knowledge from the WHO and the Directorate of Health.

Exemptions for sponsorship

The regulations contain several exemptions, including a broad exemption for sponsorship for charitable purposes. This means that businesses may still sponsor children’s sports and similar activities.

Businesses may also continue to use their trademarks in connection with sponsorship, provided the trademark does not relate to specific products covered by the product list.

The government encourages companies to continue sponsoring sport, culture, and charitable organisations, as facilitated by the exemptions.