{"id":119480,"date":"2025-05-27T10:33:56","date_gmt":"2025-05-27T08:33:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=119480"},"modified":"2025-05-27T15:06:29","modified_gmt":"2025-05-27T13:06:29","slug":"strengere-reclameregels-voor-ongezonde-voeding-botsen-op-scepticisme","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/strengere-reclameregels-voor-ongezonde-voeding-botsen-op-scepticisme\/","title":{"rendered":"Strengere reclameregels voor ongezonde voeding botsen op scepticisme"},"content":{"rendered":"\n<p>Voedingsbedrijven en retailers leggen zichzelf strengere regels op rond marketing naar jongeren: de leeftijdsgrens gaat omhoog, de toepassing rond scholen en op sociale media wordt strikter. De zelfregulering krijgt echter ook kritiek.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Relevant blijven<\/h2>\n\n\n\n<p>Vanaf volgend jaar zal de Belgische voedingsindustrie geen reclame voor ongezonde voeding meer richten naar kinderen en jongeren tot 16&nbsp;jaar (tot nu toe lag de grens op 13&nbsp;jaar), er komt een perimeter van 150&nbsp;meter rond middelbare scholen (die was er al voor basisscholen) en er komen ook concrete richtlijnen voor reclame op sociale media en rond het inzetten van influencers. De Jury voor Ethische Praktijken inzake Reclame (JEP) behandelt eventuele klachten.<\/p>\n\n\n\n<p>Hiermee is de \u201cBelgian Pledge\u201d, waartoe retailers, de voedingsindustrie, adverteerders en de Raad voor Reclame zich sinds&nbsp;2012 engageren, aan zijn vijfde versie toe. De sector wil naar eigen zeggen zelfregulerende regels rond voedingsmarketing naar kinderen relevant houden en hecht ook belang aan \u201ceen blijvende, constructieve dialoog, met zowel experten in voeding en gezondheid als de bevoegde overheden en adviserende organen.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cEen afleidingsmanoeuvre\u201d<\/h2>\n\n\n\n<p>Het thema is urgent: steeds meer kinderen en jongeren kampen met overgewicht of obesitas. Volgens gezondheidsinstituut Sciensano zien Belgische kinderen per uur gemiddeld drie reclameboodschappen voor ongezonde voeding. Zelfregulering werkt niet, zegt het instituut: \u201cDe voorgestelde code is niets meer dan een zoveelste poging om overheidsregulering te vermijden\u201d, stelt onderzoekster Stefanie Vandevijvere in De Standaard. \u201c<a href=\"https:\/\/www.standaard.be\/opinies\/de-voedingsindustrie-die-zichzelf-reguleert-een-snoepje-voor-het-bloeden\/68825917.html\" target=\"_blank\">Het is een afleidingsmanoeuvre<\/a>.\u201d<\/p>\n\n\n\n<p>Ze wijst erop dat de Wereldgezondheidsorganisatie, Unicef en de Hoge Gezondheidsraad pleiten voor een leeftijdsgrens van 18&nbsp;jaar, omdat adolescenten erg vatbaar zijn voor reclameboodschappen \u2013 hun brein is nog volop in ontwikkeling. Merkmarketing \u2013 campagnes die geen producten tonen maar die wel het merkimago van bijvoorbeeld <strong>McDonald\u2019s<\/strong> of <strong>Coca-Cola<\/strong> versterken \u2013 valt bovendien buiten de regels. Landen als Noorwegen en het Verenigd Koninkrijk leggen w\u00e9l strenge regels op. Minister van Volksgezondheid Frank Vandenbroucke zal alvast de code niet tekenen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voedingsbedrijven en retailers leggen zichzelf strengere regels op rond marketing naar jongeren: de leeftijdsgrens gaat omhoog, de toepassing rond scholen en op sociale media wordt strikter. De zelfregulering krijgt echter ook kritiek.<\/p>\n","protected":false},"author":3,"featured_media":119482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[],"topic":[488],"region":[90],"class_list":["post-119480","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","topic-marketing","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strengere reclameregels voor ongezonde voeding botsen op scepticisme - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Voedingsbedrijven en retailers leggen zichzelf strengere regels op rond marketing naar jongeren. 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