Implementing a law restricting unhealthy food advertising in Portugal: a 13-year journey

In 2019, Portugal approved a law introducing restrictions on the advertising of unhealthy foods and beverages to children under 16 years of age. This article describes the process of enacting this mandatory regulation, pioneering in Europe, from initial parliamentary discussions in 2012 to the first formal impact evaluation in 2024. Portugal faced significant technical and political challenges, including industry lobby, defining “unhealthy” foods and monitoring and enforcing the law. Despite its limitations, the law stands as a successful example that can support other countries in developing similar regulatory frameworks. Portugal’s experience illustrates the importance of political will and multisectoral collaboration in successfully implementing such restrictions. Further recommendations include clear nutrient profiling, strong monitoring and enforcement mechanisms and maintaining dialogue while anticipating potential opposition.