Ocean Outdoor, JCDecaux, and Bauer Media Outdoor have joined forces to develop a common guide for handling the new ban on marketing unhealthy food products specifically aimed at children in the outdoor advertising channel.

The collaboration sends a clear signal that the industry stands united and takes its responsibility seriously. The ban, which came into effect earlier this year, does not provide detailed instructions on how it should be applied across different media channels. Therefore, the three companies have aligned their procedures and established clear principles — developed with legal support — for how relevant campaigns should be managed in outdoor media.

- Even though our channel is not particularly affected by the new ban, it’s still crucial that we as an industry stand together in the face of new regulations and contribute to predictability and accountability. By agreeing on shared guidelines, we make it easier for both agencies and advertisers to navigate a new and complex landscape,
says Dennis Højland Nyegaard, CEO of Bauer Media Outdoor.

The new guidelines include advice on avoiding visual elements that particularly appeal to children — such as illustrated characters, animations, and personalities from children’s content — as well as avoiding activities and competitions targeting a young audience. They also recommend caution with concepts involving sampling or direct purchase appeals.

- Our joint effort shows that we take our social responsibility seriously. By establishing clear, practical principles for how the new ban should be implemented, we help ensure that the industry can continue delivering effective advertising in compliance with the regulations,
says Gisle Holst Roness, CEO of JCDecaux.

The companies have also considered how to handle grey areas and have established internal processes for reviewing materials that may raise questions. At the same time, they emphasize that the ultimate responsibility for marketing content always lies with the advertiser and agency.

- When the regulations are new and interpretations are still evolving, it’s important to do what we can to create clarity. Our guidelines are designed to serve as a practical tool in daily operations — and they will be adjusted as the authorities issue more detailed guidance,
says Thomas Haave, Managing Director of Ocean Outdoor.

Through this collaboration, JCDecaux, Ocean Outdoor, and Bauer Media Outdoor aim to ensure that the industry as a whole handles the new regulations with a high professional standard, while safeguarding the interests of children and young people in a responsible way.

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