On 4 June 2009 the Dutch Consumers Association (Consumentenbond) proposed an advertising code for advertising products which are rich in calories and poor in nutrients and which are aimed at children under 12 years of age.

It was dissatisfied with the fact that the sector itself did not come up with a code of conduct. This draft code was considered too far-reaching by the FNLI (Federation Dutch Food Industry) and was thus rejected. However, eleven large manufacturers already voluntarily agreed to no longer advertise such products in advertisements directed at children under 12 years of age. The association now hopes for Parliament to come up with legislation.