In their arms. Alberto Garzón explains that the Ministry of Consumption is drafting a regulation to ban ice cream advertising during children’s hours. Ice cream makers fear the move could severely hit sales, with projections of about a 20 percent drop. They also regret that efforts to craft healthier, lower-calorie options are not being acknowledged in the context of candies. Industry voices worry the regulation could tarnish the sector’s image.
The ministry’s legislative push seeks to control how foods with high sugar content and a rising rate of childhood obesity are portrayed on television. As Garzón articulated, the aim is to replace the voluntary advertising self-regulation model in place since 2005, which supporters argued was insufficient to curb obesity trends among minors. The proposal would specify time slots when these products cannot be advertised, using a reference list in which ice creams are included.
The industry reacted with frustration at the prospect of such changes, particularly in provinces with strong production and regional sales like Alicante, where turnover surpasses 40 million euros and sales nationwide reach hundreds of millions. The potential impact on regional and national markets became a focal point in discussions about the policy.
Marco Miquel, president of the National Association of Artisan Ice Cream Producers (Anhcea), which operates a business in Dénia, points to a likely immediate effect on sales and marketing by about 20 percent. He stresses that the rule, though framed as a shield against major industry, would affect both large companies and small, street-level ice cream shops. In a mid-sized city, the traditional sector bears considerable weight.
Miquel argues that the advertising ban is an overreach. He notes that many people do not consume enough ice cream to drive obesity and highlights the industry’s advances in healthier offerings, including reduced sugars, better fats, and the use of natural ingredients as a response to health concerns.
The shop representative also warns about the negative image such measures could create within the sector. He adds that the political context should be considered, suggesting the timing of the policy should be weighed carefully in relation to broader campaigns.
Recognition
Joaquín Lancis, CEO of Grupo Alacant, prefers to stay outside the debate, yet he agrees with concerns about the public image and the sector’s visible commitment to healthier products. He notes the production of low-fat and sugar-free ice creams and the inclusion of options for celiac patients, arguing that these products should not be lumped into a list of those affected by advertising restrictions.
The clash over the proposal brought the ministries of Consumption and Agriculture into direct contact
The proposal to ban ice cream advertisements aimed at children sparked debate not only within the industry but also between ministries. The Consumption and Agriculture ministries clashed over the initiative, which was slated to take effect in 2022 but was blocked by the ministry led by a different political coalition.
Agricultural officials point to ongoing technical discussions between the two departments, noting that products such as non-alcoholic beverages and traditionally sweetened items produced without sugar share regulatory questions with ice creams. They emphasize the economic importance of local sectors like ice cream parlors, portraying them as a traditional cornerstone of the country’s culinary landscape.
Garzón’s ministry maintains that the proposed restrictions align with World Health Organization guidelines, which do not categorize ice creams as inherently sugary. The goal remains to safeguard consumers, especially those who are most vulnerable, by shaping advertising practices toward healthier messaging while considering practical implications for producers and retailers. The conversation continues, balancing public health objectives with the realities of a traditional and evolving ice cream industry. [Attribution: World Health Organization guidelines on nutrition and advertising as referenced in public health policy discussions]