Earlier quoted context omitted.
Sweden, but on closer inspection it seems I was mistaken. There are, however, very strict rules: • No junk mail addressed to anyone under 16 years of age. • No TV advertisements directed towards, or meant to catch the attention of, anyone under 12 years of age. Additionally, in TV shows aimed at children below 12, there can be: 1. No commercials preceding or following the program, nor any commercial breaks in the pro…
>> People or characters from TV shows aimed at children below 12 are not allowed to do any product endorsements, in any context. I wonder how this is handled when the ad context is implicit. Isn't Spiderman's image, for example, always an implied advertisement for Marvel, his movies, action figures, and whatever cereal box he is appearing on this month.
Cereal is less of an issue in the first place (that's a very US thing, didn't even know it existed till I moved to the US when I was 10), but you just don't find brands associating themselves with characters from movies/tv shows.
The closes you get it Sinterklaas/Zwarte Piet on seasonal items and Santa Claus.
Action figures are something you have to get at a specific toy store. Large "super store" like WalMart/Target/others don't really exist. I can't go buy a couch at Albert Heijn. I don't go buy a TV at Aldi. In the US however going to Walmart for electronics is as normal as going to get groceries.