In the discussion around regulation, ice cream makers face a looming constraint. A regulation drafted by the Ministry of Consumption aims to ban ice cream advertisements during hours when children are most likely to be watching television. Industry players in the province fear a sharp drop in sales, estimating a decline around 20 percent, while recognizing that their ongoing efforts to create healthier, lower-calorie options should be taken into account alongside indulgent treats. The concern is that the measure could tarnish the public image of ice cream makers rather than encourage healthier choices.
The ministry’s legislative push targets how foods high in sugar and the issue of childhood obesity are advertised on television. The objective, as explained by Alberto Garzón at the time, is to replace the self-regulatory ad framework that has been in place since 2005 because it has not sufficiently curbed rising obesity among minors. The plan is to specify time periods when such products cannot be advertised, drawing a list that includes ice cream as a restricted category.
The industry, angered by the potential consequences, did not miss the impact this could have on a region such as Alicante, where production is strong and regional sales surpass forty million euros, contributing to a much larger national figure of around five hundred sixty million euros. The concern is not only about numbers but about the broader market signal and the perception of the sector as a whole.
Marco Miquel, president of the National Association of Artisan Ice Cream Producers, Anhcea, which operates in Dénia, points out that the new rules would immediately affect sales, estimating a marketing impact near twenty percent. Although the intent is to shield the population from excessive advertising by large players, this policy would also affect small, independent ice cream shops and long-standing, traditional businesses that rely on a vibrant street presence in towns like ours.
According to Miquel, the proposed advertising ban would be an overreaction becauseice cream is not consumed in amounts that would directly cause obesity for most people. He notes that producers have already been moving toward healthier offerings, cutting sugars and fats, and focusing on natural ingredients. The industry representative responsible for shops adds that such measures could cast a negative light on the entire sector. He also stresses the importance of considering the broader political and electoral context when evaluating the policy.
Recognition
Joaquín Lancis, chief executive of Grupo Alacant, prefers to stay out of the political fray while acknowledging the industry’s reputation problem. He agrees with the concern about negative perceptions, arguing that the sector has shown a strong commitment to healthier products, including low-fat and sugar-free ice creams and options for people with celiac disease. He notes that excluding these products from any list of restricted items would be consistent with the industry’s health-forward approach.
The measure places the ministries of Consumption and Agriculture in a direct dialogue that is difficult to ignore. The ban on ice cream advertisements aimed at children has sparked tension between the two ministries. The proposed rules, initially slated to take effect in 2022, stalled as the Ministry of Agriculture, led by a different political coalition, challenged the initiative.
Officials from the Ministry of Agriculture argue that a technical exchange is underway between departments because there are products marketed as non-alcoholic beverages and other items traditionally sweetened that could fall under similar scrutiny. They emphasize the economic importance of ice cream shops and the broader impact on a traditional sector that serves as a cultural pillar in many towns.
The Ministry of Consumption counters by pointing to guidance from the World Health Organization. The organization does not classify ice creams as sugary in the same way as other confections, and the intent behind the regulation is to protect vulnerable consumers, especially children. The dialogue continues as both ministries weigh broader public health goals against economic considerations, tradition, and consumer freedom.