Junk Food Ad Ban Must Be Compulsory, Not Voluntary, Australia

Main Category: Nutrition / Diet
Also Included In: Pediatrics / Children's Health
Article Date: 27 Jun 2011 - 3:00 PDT

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New research shows that self-regulation has failed dismally in reducing junk food advertising during children's television viewing times.

After nearly two years of self-regulation by the fast food industry, children's exposure to junk food advertising is unchanged.

AMA Vice President, Professor Geoffrey Dobb, said today that junk food advertising to kids must be banned through Government regulation because the industry has not been effective in regulating itself.

Research by the University of Sydney and the Cancer Council NSW, published in the Medical Journal of Australia, found that the frequency of fast food advertisements remained unchanged overall since self-regulation commenced in August 2009 under the Australian Quick Service Restaurant Industry Initiative for Responsible Advertising and Marketing to Children. KFC, McDonalds and Pizza Hut are among the signatories.

"Greater government regulation of fast food advertising is needed to cover the failure of industry self-regulation," Prof Dobb said.

"Childhood obesity is a major health problem in the community and glossy advertising, especially in peak children's television viewing times, is a major contributor to unhealthy junk food choices.

"An AMA web poll conducted in October last year showed that 88 per cent of people who visited the AMA's website supported a ban on junk food advertising during children's television time. Parents, public health experts, and doctors would like to see governments take more serious action on this issue.

"The advertising of junk food and beverages is leading to over-consumption of products that are at the core of the obesity epidemic affecting Australian kids and teenagers. Advertising unhealthy food to children can undermine the healthy eating messages that children get at school and from their parents.

"Children do not have the capacity to understand or resist the influence of advertising, so they will constantly 'pester' their parents for the food and beverage products they have seen advertised on television. Food companies continue to use this form of advertising because they know it works.

"The AMA believes a more hard-hitting and regulated approach is necessary to reduce childhood obesity in Australia.

"This will require significant commitment and cooperation from governments, non-government organisations, the media, health professionals, and especially the food industry," Prof Dobb said.

Source:
Australian Medical Association

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