EASA is one of many stakeholders at the European and international level advocating for responsible food and drinks advertising.

The issue of food advertising is debated in many platforms and on many levels. EASA follows closely the debate in the EU Platform for Action on Diet, Physical Activity and Health. This platform was set up in 2005 by the European Commission to bring stakeholders together to make commitments in the field of diet and nutrition. EASA also follows the World Health Organization discussion on obesity, children and the impact of marketing.

Following the importance of ensuring high standards of commercial communication in this field, the International Chamber of Commerce developed a guidance paper in 2004 called the Framework for Responsible Food and Beverage Marketing Communications. This was most recently updated in 2012. Bringing together relevant articles from its International Codes of Advertising Practice and of Sales Promotion, the Framework provides a clear interpretation of existing rules for advertising food and beverages. Most self-regulatory organisations in EASA membership have adopted these guidelines.