This contribution evaluates the rules in Sweden and Denmark on marketing of unhealthy food and non-alcoholic beverages to children in light of the WHO Recommendations. The countries are analysed in tandem as, despite similarities in their core legislation on marketing, they have pursued distinct approaches that provide policy makers with interesting insights. In the case of Sweden, one might expect a proactive approach. Sweden is, of course, well-known for its opposition to the commercialisation of childhood – having prohibited television advertising directed at children since the advent of commercial television in the 1990s. Sweden also unsuccessfully campaigned for an EU-wide ban on television advertising to children. Danish leadership on the issue is less likely; the country is known for more liberal health policies and laws than Sweden, emphasising individual choice rather than regulating the determinants of health.