NKFH: every fourth advertisement is objectionable

By: Trademagazin Date: 2025. 08. 11. 10:58

The National Trade and Consumer Protection Authority (NKFH) inspected 357 advertisements through the government offices under its professional management. The inspections covered both compliance with general advertising rules and the provision of language protection provisions. A significant 26 percent objection rate was raised from a language protection perspective, in connection with which a fine of 4.7 million forints has been imposed so far. Several official procedures are still ongoing, the consumer protection authority informed on Monday.

Gen Z és reklám According to the announcement, compliance with and inspection of language protection rules is a matter of paramount importance. Based on these, the text of commercial advertisements appearing in Hungarian-language press products, Hungarian-language radio and television programs, and outdoor advertising media – including the slogan – must be in Hungarian. The only exceptions to this are the name, designation and product designation of the enterprise.

In addition, notices placed in shops and shop windows to inform consumers must also be displayed in Hungarian. Similar to commercial advertisements, this requirement can be met by including the Hungarian equivalent alongside the foreign language text, in the same legible manner and at least in the same size, the authority explained.

Out of the 357 inspections, 117 covered compliance with the regulations protecting the Hungarian language. 26 percent of advertisements were objectionable in this regard, with government officials revealing violations in particular regarding outdoor advertising media, shop windows, and newspapers and magazines.

In a striking case, a popular fast-food chain displayed its menu and other consumer information exclusively in English in all its units, and proceedings were initiated against the company.

The government agencies under the professional guidance of the NKFH also examined compliance with general advertising regulations, with a focus on advertisements that incite violence, personal or public safety. Compared to the language protection inspections, the results were more favorable, with only 2 percent of the 240 advertisements examined not complying with the regulations, according to the NKFH statement.