Reclamebeperking

Reclamebeperking refers to the set of rules and measures that limit or regulate advertising to safeguard public interests such as health, safety, consumer protection, and moral standards. The term is commonly used in the Netherlands and other Dutch-speaking contexts to describe statutory restrictions as well as self-regulatory codes governing how, where, and to whom advertising may be shown.

Restrictions can target content (for example prohibitions or restrictions on deceptive claims, or on advertising for certain products like tobacco, excessive alcohol, medicines, or gambling), the audience (prohibitions or limits on reaching minors), and the timing or placement (limits on advertising during children's programming, restrictions in public spaces or near schools, and restrictions on online advertising). Channel-specific rules can also apply, including transparency requirements for online data collection and advertising disclosures.

Regulatory frameworks combine government legislation with sector-specific rules and industry self-regulation. In the Netherlands, advertising rules are implemented through national legislation and the Nederlandse Reclame Code, administered by the Stichting Reclame Code, with the Reclame Code Commissie handling complaints. If an advertisement is judged non-compliant, it may be withdrawn or require changes, and in some cases penalties can be imposed.

Rationale for reclamebeperking includes protecting vulnerable groups, reducing deception, promoting fair competition, and maintaining societal standards. Critics argue that restrictions can infringe on freedom of expression and limit business opportunities, and that enforcement, particularly online, remains challenging. The balance between public interest and commercial speech continues to shape debates on reclamebeperking.