junk food advertising

ban junk food ads during kids' TV shows

There's little doubt that diet is a significant factor in the rise of childhood obesity, diabetes and related health issues. A major issue in maintaining a healthy diet for kids is reducing (or eliminating entirely) the eating of energy-dense, high fat, high sugar, nutrient-poor junk food. Sometimes this is easier said than done.

Most parents do try to teach their kids healthy eating, but with so many junk food ads on TV targeted squarely at kids, many parents feel helpless against the marketing muscle of big fast-food companies and multinational food companies. When kids see junk food promoted with desirable toys and gimmicks, and advertised in a fun and exciting way, most children are drawn into the gloss and simply don't have the critical faculties to see the advertiser's persuasive techniques. And when our little ones pester mum and dad for the latest movie tie-in toy with a takeaway offer, it's no wonder parents sometimes find it easier just to give in.

But just because our attempts to provide a healthy diet for our kids may get regularly undermined doesn't mean we have to accept it. With the formation of the Coalition on Food Advertising to Children (CFAC) and the great work by the Parents Jury, pressure is building on governments and policymakers to address this very serious issue influencing our children's health. Indeed, the Federal Health Minsiter Tony Abbott said that "soft drinks, other than as an occasional treat, can be very, very harmful" (The Age, 13 Nov 2006). He further added that drinking soft drink regularly could lead to obesity in children.

Well done, Mr Abbott. Unfortunately, he still resists calls to ban junk food advertising during children's TV programmes. And in case Mr Abbott needed reminding, Ofcom (the UK communications regulator) recently announced a "total ban on junk food advertising around all children's programming, on all children's channels and around all programmes that have a 'particular appeal' to under 16-year-olds" (Guardian, 17 Nov 2006). If England can do it, why can't we? If you want your voice heard, contact Tony Abbott right here.

So how much advertising is there? A recent study by the Cancer Council NSW found that 81% of all food advertised was for junk food, and most was targeted to our kids. That's 4 in every 5 food ads - an incredible statistic. The research also found that "fast food and takeaway was the most highly advertised type of food, followed by chocolate and confectionary" (Cancer Council, 2006). Another survey a few years ago revealed that average Aussie kids watched TV around 2 1/2 hours a day and saw 406 junk food ads over the summer school holidays (The Age, 27 Feb 2003).

Of course, junk food advertisers aren't taking all this lying down. On November 20, 2006, media and advertising groups launched the Australian Marketing Communications Alliance with the aim, according to its chairman, of combining resources to combat "attacks on advertising and marketing communication and [the] underlying threat to free enterprise" (Sydney Morning Herald, 22 Nov 2006). Sounds like they may be ready for a fight.

The advertising industry naturally opposes any ban or restriction on the ability of its members to promote their food products on TV. The industry generally argues that there's no link between watching TV and poor health, that kids aren't responsible for what's eaten at home, and there's a voluntary code regulating inappropriate advertising anyway so a ban is completely unnecessary. Well, they would say that, but some researchers think otherwise.  

In 2004, the University of Otago in New Zealand found a direct link between watching TV and poor health. Researchers studied 1000 children and found that kids who "watched television more than two hours a day had higher levels of obesity and cholesterol, and lower levels of physical fitness". Sitting in front of a TV isn't the best way to burn off those excess kilojoules - but more worringly, these kids were "bombarded" with ads for foods and drinks with poor nutritional value, and high in sugars and fats.

Still, it seems junk food isn't going to go away anytime soon and neither will junk food ads. So what can we do? The CFAC suggests parents:

• Teach kids to understand and distinguish what is marketing and what isn't.
• Reduce the amount of time kids spend watching TV (or ban commercial TV programmes entirely)
• Encourage kids to eat healthy foods, consume more fruit & vegies, and get involved in making their own meals.

Send us your thoughts about junk food advertising to kids.

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