Last November, the Swedish Government produced a discussion document it intends to use in its campaign to persuade the European Union to restrict advertising aimed at children. Sweden, which has taken over the six-month presidency of the EU, already has the most stringent laws in Europe governing ads targeted specifically at children. Under Swedish law, no advert can be aimed at children under 12. That includes ads for toys, food, electronic games and magazines that might appeal to children.
Copyright January 2001, Crain Communications Inc.