A new law has taken effect in Norway that aims to ban advertising of unhealthy products directed at children. Sponsorship of athletics and culture has, however, been exempted from the law, and some find that ironic.
The new law is meant to protect minors from, for example, promotion of sugary soft drinks or energy drinks. “We want children and youth to be healthy, and that it should be easy for them to make good choices,” stated Health Minister Jan Christian Vestre when the law took effect over the weekend.
It doesn’t regulate sales of unhealthy food or drink, however, and it will still allow producers like beverage giant Coca-Cola to sponsor such events as the youth football tournament Norway Cup. That has sparked criticism from those worried about such promotion.
It has also revealed strong ties between such players, after Coca-Cola staff wrote an email raising questions about the new law. It was composed to make it look like it was written and sent by Norway Cup officials, who then received clarification that it would still be allowed for Coca-Cola’s logo and products to be widely displayed at the tournament.
Child protection officials have suggested that crossed an ethical line, with children’s ombud Mina Gerhardsen calling it “a paradox” that “such a major player behind an event meant to promote children’s health (Norway Cup) would let itself be used in this manner, to promote something that can damage children’s health.”
NewsinEnglish.no staff
