Studies Claim Food and Beverage Youth Marketing in Australia Fails Ad Regs

Researchers with the New South Wales Cancer Council and University of
Adelaide have assessed food and beverage TV advertisements broadcast in
five major Australian cities during children’s programming from September
1 to October 31, 2010, and found a total of 951 breaches of both mandatory
and voluntary regulations. Michele Roberts, et al., “Compliance with children’s
television food advertising regulations in Australia,” BMC Public Health,
October 5, 2012.

According to the study, “[a]lmost 83% of all food and beverages advertised
during children’s programming times were for foods classified as ‘Extras’ in the
Australian Guide to Healthy Eating. There were also breaches in relation to the
amount of advertising repetition and the use of promotional appeals such
as premium offers, competitions, and endorsements by popular children’s
characters.” The researchers conclude that the country’s current regulatory
system “is not providing comprehensive protection for children from exposure
to television advertising for unhealthy foods.” They also contend that the
regulations have not been effectively implemented and are inadequately
monitored.

In a related study published in Public Health Nutrition, Australian researchers
surveyed all advertisements on three TV channels over five years and found
that children were exposed to as many “junk food” brands both before and
after self-regulation pledges were made by leading food manufacturers in
2009. Kathy Chapman, a Cancer Council nutritionist and director of health
policy, participated in both studies and reportedly said, “These studies
combined show industry codes of practice are not having an impact and we
are seeing such big loopholes for the food industry to get away with this.”
Australian Food and Grocery Council chief executive Gary Dawson said that
the industry had succeeded in removing “non-core food advertising” targeting
children. See Sydney Morning Herald, October 13, 2012.