HFSS F&B ads targeting minors banned in UK and EU by Google Ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 4:46 AM UTC

Ads in text, image, audio, or video format promoting the sale of one or more High Fat Sugar Salt (HFSS) food products or meals are banned.

Google Merchant Center posted a new policy banning the advertising and promotion of HFSS Food and Beverage (F&B) ads for minors in the UK and Europe. The policy is explicitly for brands in the UK and EU.

HFSS F&B ads will only be permitted if they are compliant with the policy. Shopping ads including “HFSS foods and beverages are now prohibited from targeting minors”, according to Google.

However, free HFSS and F&B product listings are exempt from the prohibition. Free Google organic results in web search and merchant centre are deemed fine.

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