Advertising bans are spreading in Europe but may be ineffective, says professor

Advertising restrictions on products like meat and junk food are becoming more common in Europe, but experts disagree on their effectiveness, reports Finnish public broadcaster Yle.

Marketing professor Jaakko Aspara of Aalto University argues that such bans are largely “political theatre” with little real impact on consumption. He suggests that higher taxes or levies would be more effective in reducing demand.

“In my view, this is double-standard political posturing—imposing advertising bans while ignoring measures that would actually cut consumption and sales,” Aspara told Yle.

Recent examples include Amsterdam’s ban on meat and fossil fuel advertising in public spaces, and the UK’s restriction on junk food ads online and on TV. Norway has also prohibited marketing of unhealthy foods and drinks to minors.

Aspara notes that research on the direct effects of advertising bans is limited, as other factors—such as price changes or availability—often influence consumption trends simultaneously. He adds that established brands might even benefit from bans, as they reduce competition from newer, lesser-known products.

Lasse Mitronen, a docent at Tampere University, believes advertising bans do influence consumer behaviour but advocates for a different approach. Instead of outright prohibitions, he suggests promoting positive, educational campaigns—similar to Finland’s 1970s North Karelia Project, which successfully reduced heart disease by encouraging healthier diets and discouraging smoking.

“Consumers often influence each other more than ads do,” Mitronen said. “You can’t ban word-of-mouth recommendations or social approval.”

Finland has already implemented some advertising restrictions, such as a 1978 ban on tobacco ads and a 2012 ban on displaying tobacco products. In 2024, the Ministry of Social Affairs and Health issued voluntary guidelines to limit food marketing aimed at children. Some companies, like Hesburger and Kesko, have adjusted their practices accordingly.