The ARPP’s “Eating Behaviours” Recommendation (4th version): what changes on 15 June 2026
The 4th version of the “Eating Behaviours” Recommendation of the ARPP (French advertising self-regulatory organisation) was adopted on 18 March 2026, following the opinion issued by the Conseil Paritaire de la Publicité (CPP, the ARPP’s joint advertising council) on 16 December 2025. It forms part of the commitments made in the 4th version of the Food Charter (2025-2029), signed on 17 December 2024.
A well-established framework, under close scrutiny
For several years, this Recommendation has governed how food is portrayed in advertising, in line with public health policies and the guidelines of the French National Nutrition and Health Programme (PNNS).
Its effectiveness is regularly highlighted: monitoring shows a very high level of compliance, reaching 99.8% in 2024. Nevertheless, 14 breaches were identified in mainland France, in particular concerning:
Balanced meals: for breakfast, three components are required (a dairy product, a cereal product and a fruit product); for an afternoon snack, at least two. Breaches were found, for example, in advertising by Flunch (September 2024) and Béghin Say (October 2024).
Eating in front of a screen: no scene may show food or drink being consumed in front of a screen, whatever the type of character. A breach was identified concerning Pizza Hut (September 2024).
Excessive consumption or snacking: advertising must not encourage excessive or unrestrained eating behaviour. Several cases were identified in 2024, notably for McCain (September 2024), KFC (September 2024), Burger King (October 2024), Subway (September 2024), Pizza Hut (October 2024) and Justin Bridou (September 2024).
An update that leaves the foundations intact
The new version does not alter the principles of the framework. It aims to adapt it to changing social practices and environmental expectations.
What changes in practice
More legible nutritional information
Where information such as the Nutri-Score is displayed, it must be clear and legible, in accordance with the rules of the ARPP’s “Disclaimers and References” Recommendation. This requirement also applies to packaging visible in advertisements.
Sustainable food now included
The Recommendation now incorporates principles relating to sustainable food. Advertisements must not disparage:
the seasonality of products;
respect for biodiversity;
responsible production methods.
Environmental labels must also comply with strict legibility rules.
A broader view of physical activity
Physical activity is no longer limited to sport. It includes all everyday active behaviours: walking, cycling, taking the stairs or gardening.
Stricter rules on certain sensitive messages
Advertisements for slimming diets must mention supervision by a healthcare professional.
The concept of excessive consumption is more clearly defined, taking account of context, audience and nutritional guidelines.
Stronger rules on diversity and combating stigmatisation
The prohibition on stigmatising people on account of their size, build, thinness or dietary choices is explicitly reaffirmed.
Entry into application on 15 June 2026
These new rules will come into force on 15 June 2026 and will apply to all media, including social networks, and to all players, influencers included.
As a reminder, ARPP recommendations are ethical standards drawn up in light of the specific features of each sector. Although they are not binding in themselves, the courts have nonetheless recognised them as reflecting genuine professional usage.
Sources:
Opinion of the Conseil Paritaire de la Publicité on the revision of the ARPP “Eating Behaviours” Recommendation of 16 December 2025
ARPP press release of 17 December 2024 on the signing of the new Food Charter 2025-2029
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