Draft Law on the prohibition of the advertising of ultra-processed foods under scrutiny by the Italian Parliament

The Italian Parliament is currently examining draft law A.C. 2089 that, in an effort of strengthening the protection of children under the age of 16 and contrasting eating disorders, aims to introduce a prohibition of any form of advertising, including indirect advertising, of ultra-processed food products (the definition of which will be set out in a subsequent decree, to be adopted four months after the law comes into force), to all means of communication and broadcasting, including: 

• sporting, cultural or artistic events;
• television and radio broadcasts;
• daily and periodical press;
• publications of all kinds;
• billboards;
• IT, digital and telematic channels, including social media.

The draft law aims to:

• promote healthy lifestyles based on the principles of the Mediterranean diet, recognised as a model of proper nutrition and a way to prevent nutrition-related diseases;
• encourage the promotion and use of Mediterranean diet products and specialities in collective catering systems, with particular regard to school meals.

If the draft bill - as structured - were to become law, violation of the prohibition would result in the application of an administrative penalty equal to 20% of the value of the sponsorship or advertising, and in any case not less than €50,000 for each individual violation, to be paid by the advertiser, the owner of the broadcasting medium or the organiser of the event.