The food industry can continue to target young children with advertising for sweets, fizzy drinks and junk food, MPs decided on Monday.
Only Labour and Socialist Party MPs voted in favour of a ban.
Instead MPs want to pressure the industry to develop a system of self regulation. It is up to parents to determine what children actually eat, Christian Democrat MP Sabine Uitslag said during the debate.
Nevertheless, more must be done to get children to exercise, MPs agreed.
MPs were debating measure to combat the growing problem of obesity in Dutch society. Nearly half of Dutch adults are now officially considered to be overweight while one in eight children is obese.
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