Cinema warned after ads ran before children’s films

Denmark’s Consumer Ombudsman has reprimanded advertising company FS2 Reklame after advertisements for energy drinks and tanning beds were shown before two children’s film screenings at Atlas Cinema in Rødovre, DR reports.

The advertisements were shown on two occasions on Saturday afternoons in spring 2025, before screenings of Mavka: The Forest Song and Snow White. Both films were aimed at a young audience.

The Consumer Ombudsman said it violates the Marketing Practices Act to show advertisements for products such as energy drinks and tanning beds when the marketing is directed at children and young people under 18. The authority considers children likely to be among the audience at children’s and family films.

Tanja Højrup, deputy head of the Consumer Ombudsman’s office, told DR that the authority is aware only of the two specific cases at Atlas Cinema in Rødovre.

FS2 calls it an error

FS2 Reklame, which sells advertising space in a number of cinemas, said the incidents were isolated errors at one cinema.

The company has since reviewed all playlists for children’s films, tightened its internal guidelines and introduced additional checks to prevent similar mistakes.

FS2 said the advertisements were not shown deliberately. Owner Brian Sørensen told DR that the matter was “very small” and stressed that the campaigns had not been purchased specifically to target children, but had been ordered for broad display at the cinema.

Because the company introduced new control measures, the Consumer Ombudsman decided to issue a reprimand rather than pursue the case further.