Australia Queensland - Move by Health to curb TV junk food ads

Move by Health to curb TV junk food ads
Suellen Hinde
January 17, 2009 11:00pm
JUNK-food advertising faces restrictions as steps are taken to make Queensland the first state to rein it in during kids' television programs.
Queensland Health has begun compiling community and industry feedback on the issue and has prepared a set of recommendations to be considered by Premier Anna Bligh and her Cabinet.
The recommendations are expected to lead to new laws governing the advertising of junk food during children's television programs.
The issue is expected to be one of the first items considered by the Government at the first Cabinet meeting of the year early next month. A spokeswoman for Ms Bligh, who is on holiday, said it was hoped the issue could be debated in State Parliament in the first half of the year.
Any moves to tighten laws on target advertising are likely to be opposed by some manufacturers and their ad agencies.
Many principals involved in the children's food industry argue the term "junk food" is derogatory and that all food is essentially healthy.
They point out that few other food products are subject to any advertising restrictions.
The Australian Association of National Advertisers has advised the Australian Communications and Media Authority that there is "overwhelming evidence that food and beverages advertising to children is neither the primary, nor a significant, contributor to childhood obesity".
They said a ban on television advertising for certain foods and drinks during children's viewing times was also likely to have only a "limited effect" on reducing childhood obesity.
The advertisers' association warned a national inquiry into obesity that any ban on children's food advertising could backfire and increase the consumption of unhealthy foods.
Executive director Colin Segelov said food manufacturers who were unable to advertise would be forced to promote their products through lowering their prices.
And he said there was evidence to show lower prices were more likely to increase sales of those foods than allowing them to be promoted through advertising.
But there has been a lot of research linking television advertisements with obesity and poor diet.
Last year, a University of Liverpool study in England claimed food advertisements at least doubled a child's dietary intake.
In short, the study suggested food advertisements make children eat more; and the fatter the child, the more effective the advertisement.