Tough New Rules on Ads Targeting Kids Implemented
National Authority for Trade and Consumer Protection (NKFH) to Focus on Child Advertising
The National Authority for Trade and Consumer Protection (NKFH) has announced that this year they will be focusing on advertising targeted at children and minors, who are considered vulnerable consumers. The aim is to ensure that advertisements do not have a negative impact on the values and emotional well-being of children in the long term.
Last year, out of almost 600 advertisements checked, 39 were found to be non-compliant, with the majority of issues related to the advertising of alcohol products near schools. As a result of these infringements, fines totaling HUF 21 million (EUR 52,770) were issued. This year, the focus of inspections will be on advertisements that are harmful to children’s development or depict children in dangerous or violent situations.
In addition to monitoring traditional advertising mediums such as outdoor advertising, newspapers, and television, NKFH will also be checking games software available on mobile phones. Last year, all cases in this category raised concerns about the age rating of games. The rise of social media has also led to increased scrutiny of influencers, especially those whose content does not clearly indicate that it is advertising.
Dr. Lilla Német-Weingartner, President of NKFH, emphasized the importance of protecting the healthy development of children and minors. She stated, “In line with the objectives of child protection, in addition to continuous monitoring, we also pay particular attention to monitoring compliance with advertising bans and restrictions.” The ultimate goal is to ensure that advertising does not encourage violent behavior, endanger personal or public safety, or harm the environment.
As the NKFH continues its efforts to safeguard children and minors from harmful advertising, it remains committed to upholding the highest standards of consumer protection in Hungary.
[Via nkfh.hu, Featured image: Pexels]
