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Following the publication of the Commission's first application report on the Audiovisual Media Services Directive, this article provides an analysis of the provisions regulating the marketing of food and alcoholic beverages to children. After examining evidence on the impact of food and alcohol marketing to children, it assesses the weaknesses of the Directive's provisions regulating such practices, placing them within the broader context of the Directive and the existing EU consumer protection and fundamental rights agenda. It concludes that the growing health burden of non-communicable diseases in Europe places an onus on the European Union to do far more to prevent children from being targeted by the alcohol and food industries.
